14 slides
Stamford Bridge, London
3-4 June 2014
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Back in university (90’s), I was the lone geek that brought a laptop to
every class; typing was faster than writing and it’s easier to search and
share. As a bonus, sharing notes usually resulted in free beer from
classmates.
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With that in mind, the following is my summary perspective and notes
from the Teradata Connect 2014 conference in just 14 slides. This
deliverable has not been endorsed by Teradata, the conference
organisers or speakers.
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Feel free to get me a craft beer at the next conference ;-)
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Many thanks to Teradata for hosting an outstanding conference and to
the speakers for their inspiring talks.
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Cheers from the land down under,
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Pete Williams
pw@localz.co

Customer data is like a currency -
access is earned through demonstrated value
Technology is re-enabling the era of personalised,
contextually relevant interactions…but at mass scale
Data savvy businesses will win

Facebook bought WhatsApp for $19b in 2013;
WhatsApp total advertising spend since founding - $0.00
who speaks with whom
what they speak about
if you know content, you can do 1:1 marketing
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We’re entering the era of datafication
every product and service will generate and send data
that information will be used to drive contextually relevant experiences
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Digitisation makes data cheap and abundant
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Big data is a business and marketing topic - not just tech
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Used properly, data can
reduce fraud
win more customers
drive more revenue
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Knowing your customer will be key; make it
relevant
personalised
contextual
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Building trust and value is essential
customers are suppliers of data
access to data has to be earned - demonstrate value
data is the new currency, treat it as such
Hermann Wimmer
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President International
Teradata
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Opening keynote

Overall advertising budgets have not risen but companies are looking for same or better results
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How do I get a unified view of a customer - a 360 view?
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Facebook has been the winner in social media advertising spend with $8b in revenue - a 10x increase in 4 years
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Just 18% of marketers have a single customer view and only 10% take advantage of this
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Less than 10% of marketers use their data in for strategic use
those that do are recognising an uplift in engagement
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There is a fundamental shift in the marketing landscape
data is becoming the biggest asset
we’re moving to integrated, consistent messaging - tell the same story across all channels
Volker Wiewer
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Vice President
International, Marketing
Applications
Teradata
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Opening keynote
2005 2013
total US advertising spend $157b $160b
% online advertising 8% 25%
“ We think of data as the customer’s voice. It’s telling us what
works and what doesn’t work. Data is the lifeblood of the
business. We always begin with data.”
Riley Newman,
Head of Data Science, Aribnb

Personalisation
it's what we did in the past and it's where we're going
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In the late 50’s we replaced personal relationships with brands
enter the era of Mad Men marketing
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This is the beginning of a renaissance
we’re adopting (mobile & internet) technology to make it personal again
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Mobiles outnumber people
7b phones in existence, 1.75b are smartphones
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FB is now a mobile first company
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50% of online time is mobile
Adoption has been crazy fast
67 years for 1b TVs
smartphones - 5 years
tablets - 2 years
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Show real value for your audience, else loss of trust (and data)
Nicola Mendelsohn
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Vice President
Facebook - EMEA
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Reaching the connected
consumer
FB lessons
always go where consumer are
marketing for, not at people
get to insight first
focus on content, not devices
Make it
relevant
respectful
rewarding
Make marketing personal again,
the tools are there to do it at scale

We are all mobile
most consumers have 2nd/3rd screens (during TV)
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We are less attentive to ads
always multitasking
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The smartphone is becoming the mobile laptop
but users are selective on smartphone apps
Getting to a customer requires a central topic
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Complete transparency is required for today’s advertising
measuring effectiveness is essential
go beyond Excel - integrated Ad testing frameworks
be fast and repair a bad campaign
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We want you to talk with us (not at us)
Harald Kratel
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Partner and MD
mlv Werbeagentur
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LOST! Digital Marketing
in a fragmented media
world
average # of apps
used per month
10.6
will not leave home
without their
smartphone
67%

on Growth Hackers & Data Scientists
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Barriers to entry have collapsed
anyone can be a marketer
anyone can set up a store
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WhatsApp lessons
what can you do to simplify the experience
what can you take away…not add
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A/B testing to drive decisions
use data and metrics to ensure alignment
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Only by measuring do you know the answer
- Obama campaign
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Remove friction!
eg, scan credit cards rather than type on mobile
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We are getting to a more human way of interaction
there is no offline anymore
everything will be connected
David Rowan
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Editor
Wired UK
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How tech is changing how
marketing works
strategy result
$300k in traditional ads 3,000 users in 6mo
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“try this” to bottom of email 1m users in 6mo
12m users in 18 mo
www.slideshare.net/Upworthy/how-to-make-that-
one-thing-go-viral-just-kidding
what makes things go viral?

Few business have a single view of their customers
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Have a contextual view of customer at time it matters
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Never underestimate the importance of a Proof of Concept
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There is little understanding of what works, PoCs have 2 benefits
1) provides an objective case study to validate value
2) creates bottom up stories from workforce
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Trials, PoCs = awesome sauce!
but… make sure it's customer facing to get real learnings
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Even with a PoC, ensure you have the right level of support
Who is your exec sponsor?
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Maggie Buggie
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VP & Global Head of
Digital Sales and Markets
Capgemini
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Using digital intelligently
to get you two steps
ahead
increase in
productivity over 12
months for business
that embrace digital
25%

Business Intelligence: use information to make the enterprise smarter
Customer Intelligence: provide information directly to customers for personal decisions making
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It’s not just for business, consider this government mandate
"open and machine readable...the new default for government information"
Barack Obama
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We are in an open data revolution
open data initiatives shave the potential to create huge economic benefits across all industries
eg, over $3m jobs in USA are directly dependent on the availability of open GPS data
in US economy alone, this data is estimated to create $90B per year
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A framework for assessing openness
Accessibility: who is allowed access
Machine readable: how easy it to process data
Cost: how much $$$ to access
Rights: what limits exist on the use, transformation and distribution of data
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Mobile devices are the perfect tool to collect crowd sourced data
everyone has them
they are GPS enabled
cool for non techies
easy to develop apps for collection
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Stephen Brobst
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CTO
Teradata Corporation
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How to Innovate in the
Age of Big Data
"The future belongs to the companies who turn data into products”
Mike Loukides
VP Content Strategy, O'Reilly
McKinsey Report

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Stephen Attenborough
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Commercial Director
Virgin Galactic
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Virgin Galactic - Making
the Future Now
Never underestimate the
power of a story
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Have a relationship with
the public and sell a story

database of intentions: a catalogue of peoples needs and desires collected by online searches
vs.
database of infinity: peoples tasted and preferences collected by observations of their social behaviour
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The DB of affinity can bring the same discipline to brand advertising that the DB of intention brought to direct
marketing
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Consider Ad formats that create brand impact
support storytelling, not closing a sale
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How can you use this today
use affinity to define your message
eg, star wars dolby twitter message, how we relate to your passions
use affinity data to find lookalikes
identify correlations to identify unobvious relationships
reward the vendors who offer affinity
eg, google affinity segments, to align adwords and youtube targeted messaging with ads
Combine your data with theirs (social media)
but beware; consider data leakage and potential brand damage
Luca Paderni
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VP Research Director
Marketing Research
Forrester
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How To Exploit The
Database Of Affinity

Keys to standing out in social media (twitter)
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Information, insight, humour
it’s about serendipity and presence
tweet amusingly
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Topicality
join the conversation
timing is key - be ready to respond
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Live tweeting
making the second screen work
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Events and formats
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Originality
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Images and vines
everything is getting more visual, more likely for sharing
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Be Creative and Courageous!
it makes the difference
David Schneider
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Comedy writer and
performer
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Cutting through with
social - twitter

Majority of revenue is influenced by mobile
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Push notifications are the ideal tool to combine mobile marketing and the unique benefits of immediacy
but…if you can't say anything valuable, don't say anything at all
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4 steps
1) earn your place on mobile
it’s the most valuable real estate on planet
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2) Not every push deserves a shove
push drives immediacy
use badges to indicate something
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3) Using location to deliver content
iBeacons
4) integrate mobile in your total brand experience
leverage information for later context
30% of people fail to use information they collect on customers
know whats in it for consumer to share location data
Nigel Arthur
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Managing Director EMEA
Urban Airship
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Ignite all consumer
interactions with mobile
context

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Offline and online shopping experiences are merging
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Customers are looking beyond price and discounts…for a better experience
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Consider a world where you know what customer wanted before entering the store
you know their shipping habits
you know about their likes & dislikes
you know what they previously purchased
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Optimise your customer engagement to create a unique experience
Simple contextual personalisation
like iBeacons to trigger events
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Leading use behaviour scoring to link events
Segmentation scoring …
how do customers act, and likely to act
Hotels4u mobile optimisation experience
59% increase in hotel searches & 16% increase in conversion
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If you understand the behaviour and they’re likely to convert without a discount, why give money away?
Simon Bloom
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Strategic Alliances &
Partner Sales Director
EMEA
Webtrends
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Is online shopping more
about value than price
consumers say they
prefer buying from
retailers that cater to
their preferences
40%

The best way to predict the future is to invent it
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The next 5b user are coming - are you ready?
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By 2020 - all will be connected
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Survivors will use data to inform decision as best as they can
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Beware the HIPPO!
highest paid person's opinion….the most dangerous person in the room
empower the conversation through data
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Use A/B testing with data to determine best results
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Google is always running about 60 experiments on the customer experience
Google's hyperlink blue color ;) change was worth $200m in added business
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Google uses data to identify unobvious associations & relationships
‘Jaguar’ search results to predict corresponding car sales volume
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Consumers have changed
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Data is exploding
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Data savvy businesses will win
Dan Cobley
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Managing Director
UK & Ireland
Google
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Winning with data in a
changing world
Google correlate
what searches relate to a given data set
Google (World Lense)
Live language translation - WOW!

right here, right now
pw@localz.co
@localzco
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