2. The Golden Insight: Leveraging the
Power of Data to Build Businesses &
Transform Brands

3. How do we create solutions that
bring value to the target
audience we are trying to reach?

4. Sherlock Holmes
“Data! Data! Data!
I can’t make bricks
without clay.”

5. Why is Data Important?
GOOD QUALITY DATA
- Supplies objective information
- Builds valuable and meaningful solutions
BAD QUALITY DATA
- Builds on assumptions
- Builds shortsighted solutions
- Sometimes it may not be even the right solution!

6. Building On
Sand
vs. Building on
Rock

7. Sherlock Holmes, once again.
“It is a capital mistake to
theorise before one has
data.
Insensibly one begins to
twist facts to suit
theories, instead of
theories to suit facts.”

8. Scientific Way of Looking At It
Identify/Define the Question/
Topic
Hypothesis/Idea-forming
Research (gathering, planning,
collecting)
Organise and analyse the
data, interpreting
Form conclusion
Source:
h*p://depts.washington.edu/rural/RURAL/design/
scimethod.html

9. VLT Way of Looking At It
Identifying the problem
Identifying the parameters
Hypothesis
Research (gathering, planning, collecting)
Organise and analyse the data, interpreting
Identify the key insights, the gap (The Golden
Insight)
Create solutions

10. Case Study: Pet Food Brand A
Brief:
The
The client wants to build their market
share through digital channels that may
also overflow to on-ground initiatives.

11. Case Study: Pet Food Brand A
Identifying & Defining Parameters:
Market landscape, competitive analysis
Current rules of engagement
Current consumer behavior

12. Case Study: Pet Food Brand A
Hypothesis:
Pet owners in Malaysia have no
comprehensive resources.

13. Case Study: Pet Food Brand A
Research:
Market research – observation, secondary
research
Interviews with pet owners, pet shop owners, pet
groomers, breeders, etc.
Observation of behaviour online and offline

14. Case Study: Pet Food Brand A
Research & the Consumer Journey:
network
sources
conversations
Pre-buying
Buying
Post-buying
platforms
tools

15. Case Study: Pet Food Brand A
Data Analysis:
Identify competitors and what product offerings
they currently have or do not have.
How can Brand A take advantage?
Find out the current rules of engagement that
brands are utilising, both online and offline.
E.g. events, workshops, online communities
(forums, FB pages), partnerships, etc.

16. Case Study: Pet Food Brand A
EMOTIONS
motivations
culture
stories
triggers
BEHAVIOURAL
TRUTH

17. Case Study: Pet Food Brand A
Data
common countercheck
patterns
with parameters

18. Case Study: Pet Food Brand A
Identifying the Golden Insight:
Commonalities found:
- Not enough information on pet
care, starting from pre-buying to
post-buying.
- Too much dated information
without proper expert validation, e.g.
forums

19. Case Study: Pet Food Brand A
Identifying the Golden Insight:
Insights:
- Pet owners, breeders, and pet
lovers alike believe that pets need to
be treated as family
- Animals need to be treated well
(Malaysians need to be educated)
- More locations should be pet-
friendly

20. Case Study: Pet Food Brand A
Identifying the Golden Insight:
What is missing?
What’s the behavioural truth that is not
being addressed?

21. Case Study: Pet Food Brand A
Identifying the Golden Insight:
Potential pet owners and pet owners
do not have an expert-backed consolidated
platform:
• to know more on how to care for a pet
• to cultivate their interest and to further their
passion

22. Case Study: Pet Food Brand A
Creating the Integrated Solution:
Mobile app for pet owners:
- Advice and reminders from Day 1 of
owning a pet
Regularly updated website:
- Consolidated expert advice on breed-
specific issues as well as general care
Pet grooming wagons:
- to bring knowledge and education
- product sampling to the doorsteps

23. Scott Baldwin
Senior Marketing Manager of Nature Valley
“Supporting lifestyle causes
that your customers care
about is what’s going to keep
them loyal to you, and when
they have a choice, maybe
they’ll choose you.”
A+M Digital Agency of the Year 2012
Only Malaysian agency named in Leading Asian Independent Agencies 2012

24. The 5 Takeaways
Stay neutral.
Stick to the truth.
Dig deep.
Find the common patterns.
Fill the gap.

25. VLT is a full-service digital
agency.
We multiply creative, technology, strategy and
marketing disciplines with the power of digital
and social media, to build businesses and
transform brands.
(creative + technology + strategy + marketing)
x (digital + social)

26. All we know and love.
Research, Strategy Design & Social Media &
& Planning
Development
Content
Research, Insights & DESIGN
SOCIAL MEDIA"
Analytics
Creative Direction, User Social Media Strategy,
Interface / User Conversation Creation &
Integrated Brand Experience Design, Monitoring, Community
Development, Strategy, Photography, Video & Engagement & Curation,
Planning & Consulting
Production
Digital PR, Campaign
Planning & Management
Media Planning & DEVELOPMENT
Management
Application Development, CONTENT
Content Management Content Strategy, Content
Measurement, Reporting Systems, eCommerce & Creation, Copywriting,
Intelligence
& Payments, Game, Mobile, Information Architecture
Technology & Hosting

27. Talk to VLT.
hello@wearevlt.com
+60 3 7957 8800
www.wearevlt.com
Campaign Asia Southeast Asia Independent Agency of the Year 2012
Campaign Asia Malaysia Digital Agency of the Year 2012
A+M Digital Agency of the Year 2012