Youngbloods - 50 Shades of Data

Agenda

1. What is Big Data: Drawing a Line in the Sand
2. Our Speakers:
1. Christian Bartens – Founder & Director, Datalicious
2. Barry Mowszowski – Creative Strategy Director,
Starcom
3. Gual Barwell – Creative Strategist, Holler Sydney
3. Q&A
4. Thanks

Data has always
been powerful…

But what is Big
Data?

Basically BIG
DATA is this…

© Copyright 2012 Holler Sydney. All Rights Reserved

Big Data is a BIG
topic…

There are opportunities to be unlocked in data both in solving
complex business challenges as well as better understanding
consumers and in the process unlocking valuable creative
insights.

In this session we will not cover everything. But what we will try
and cover is:

1. How to be smarter in our approach to data and marketing
2. How do we collaborate to create more effective use of data
3. How do we mine it, understand it and then best leverage it
4. What are the creative and innovation opportunities

Christian
Bartens
Founder and Director

“Advocate for smart data
driven marketing.”

PURCHASE PATHS

Channels, devices, creative, etc

ABOUT DATALICIOUS

November 2012 Datalicious Pty Ltd 11

CHALLENGE: CHANNEL
OVERLAP

Online

Mobile Retail


SOLUTION: PURCHASE PATHS
• CHANNEL
– TV > DISPLAY > SEARCH > ONLINE SALE
– TV > DISPLAY > SEARCH > RETAIL/CALL CENTER SALE
• DEVICE
– LAPTOP > TABLET > MOBILE > SALE
• CREATIVE
– CREATIVE 1 > CREATIVE 2 > CREATIVE N > SALE
• CONTENT
– ARTICLE 1 > ARTICLE 2 > ARTICLE N > SALE


COMBIN PATHS
COMMON UNIQUE IDENTIFIER OR CUSTOMER ID

Home Office Mobile Tablet […]

QUALITATIVE RESEARCH ON CUSTOMER SAMPLE


ATTRIBUTING CREDIT
100 $100
%

33% 33% 33% $100

X% Y% Z% $100


ATTRIBUTING CREDIT


IMPACT #1: MEASUREMENT


IMPACT #2: TARGETING
PURCHASE DATA PRODUCT PRODUCT
DEFAULT CHANNEL DEVICE
CYCLE POINT CATEG. A CATEG. B

DEFAULT N/A PAY TV CONSOLE

CONSIDER. PRODUCT
DISPLAY LAPTOP
RESEARCH VIEW

PURCHASE ADD TO
SEARCH MOBILE
INTENT CART

EXISTING
LOGIN EMAIL TABLET
CUSTOMER


THE BIG IDEA & PATHS
CHANNEL
1>2>N

BIG
IDEA
CREATIVE DEVICE
1>2>N 1>2>N


Barry
Mowszowski
Creative Strategy Director

“Data as a weapon for storytelling”

DATA/Knowledge inspired preventative action

uptown vs. downtown

Much More than a “state of mind”

Data vacuum

I0 hours into the storm:

285,000 photos tagged #sandy, 172,000 photos
tagged #hurricanesandy and 26,000 photos
tagged #frankenstorm

Off-line became the new
“online”
localized experience sharing

Leveraging Data to fuel brand
experiences
for storytelling

Creating brand experiences across
Owned, Paid and Earned media

Lateral creative solutions to real business
problems

Reactive

VS.

Proactive use of data

Owned assets

digital spines for brands
Pipeline of insights & data capturing

From multi-screen

to multi-layered content experiences

DATA AS A WEAPON FOR
STORYTELLING

Provoke & Leverage

Begin each day with a data dashboard

• Google Trends: http://www.google.com/trends/

• Think with
Google: http://www.thinkwithgoogle.com/insights/

• Consumer
Barometer: http://www.consumerbarometer.com

• GOMO: http://www.howtogomo.com/en/d/

Gual Barwell
Senior Creative Strategist

“The creative opportunity in
data analytics is largely
unrecognized and fertile”

Dispelling
Preconceptions…

In a recent IBM report 63% of
business studied are seeing
big data as a key to creating a
competitive advantage.


Where do we sit?

Wisdom
Creative
Media
Intelligence

Digital
Analysis
Media
Data
Client
Data


Big Data is a BIG
topic…

My perspective – Agencies need to establish their own data
acumen and literacy. Creating IP and understanding around the
impacts, effects and opportunities that are present in this space…

But,

WE DON’T need BIG data capabilities per say. We need to be
able to apply insights and analysis from partners, clients and past
learnings into future campaigns and projects. But to have these
BIG DATA capabilities in house is nonsensical.

So what is the
opportunity?
That depends…

Strategy…
Stronger Insights:

Cultural anthropology, technological ethnography and a strong need for
a more beta mentality.

It’s easier

Done
than said

Ajaz Ahmed & Stefan Olander

Optimization…
Data isn’t a dirty word?

Optimization…
It is actually creatively liberating…

In closing…
Two routes; client & agency

Be consumer centric

Be pragmatic – look at what you are already
generating and how you can enhance and better
integrate learnings

Be creative

Be prepared to re-examine

Don’t discount the power of observation in
understanding data patterns

Identify projects and not just campaigns

See it as a liberating tool creatively


In closing…


Questions…


Thanks

Barry Mowszowski
Creative Strategy Director
Starcom Mediavest
T +61 (0)2 8666 8072
E barry.m@smvgroup.com.au

Christian Bartens
Founder and Director
Datalicious
M +61 (0)423 051 166
E cbartens@datalicious.com

Gual Barwell
Senior Creative Strategist
T 02 9469 5910
M 0410 927 617
E gual.barwell@hollersydney.com.au

Holler
Suite 5
30 Boronia St
East Redfern, Sydney
2016
T 02 9469 5901
M 0410 927 617
www.hollersydney.com.au
More relevant work : http://vimeo.com/hollersydney/videos/


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