Data in marketing - an overview of applications and requirements

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Data in marketing - overview and getting started
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Netflix uses data to create a hit tv show

A student finds military bases using Strava

A machine writes a Lexus television ad

Cambridge Analytica uses data to influence US election

These accomplishments underlie a point made in 2006 by Clive
Humby, the British mathematician and architect of supermarket
reward program the Tesco Clubcard:
Hellocomputer is
an FCB companyData is the New Oil | Michael Palmer | 2006 | https://ana.blogs.com/maestros/2006/11/data_is_the_new.html

Data is
the new oil
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Data as valuable commodity has only increased in
quantity, if not value, ever since.
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Data (and its accompanying buzzwords) permeate not
just our industry but culture at large
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From being proclaimed as the sexiest job
by Harvard Business Review (proclaimed
in 2012)
Hellocomputer is
an FCB companyData Scientist: Sexiest Job of the 21st Century | https://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-
21st-century

to starring in Moneyball with the
Sexiest Man Alive (voted in 2000)
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“Big Data”, “Data Science” or just the general idea of
perfect knowledge continues to grow in interest, stature
and feasibility
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It’s the foundation of most of the big trends in
marketing
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omni-channel
attribution

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Personalisation

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AI

The state of using data in marketing
Getting started in building for data
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• The state of using data in
marketing
• Getting started in building
for data
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The state
of data in
marketing
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The data-centric
organisation
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The Data-Centric Organization 2018 | A Winterberry Group Research Report | February 2018

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Experience=Awareness
Through success (as well as trial and
error), practitioners are growing
increasingly aware of the rigors associated
with cross-channel data integration,
management and activation—especially
within complex enterprises that may be
otherwise slow to innovate. Less likely to
see previous successes as indicative of
“data centricity” within an enterprise
otherwise advancing at a rapid pace

• Focus on becoming data-centric remains a top priority
for US firms
• Data-centric digital transformation is complex
• Challenge in creating marketing professionals with
fundamental data skills
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Growth of
data spend
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The State of Data 2018 | Winterbury Group Report in Partnership with IAB Data

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Data Activation Expenditures

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Data now represents a substantially larger component
of display advertising budgets—now in the vicinity of
10% to 12% of every dollar spent, up from less than 5%
just five years ago.

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3rd Party Audience Data Expenditures

Applications
of data
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The Outlook for Data 2018: A Snapshot Into the Evolving Role of Audience Insight | The Winterbury Group in Partnership with IAB

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The majority of investments in data in marketing is
currently on media and performance side.

In an effort to boost membership numbers,
Point Defiance Zoo analysed which
postcodes were home to the zoo’s most
frequent guests, targeting discounted
campaigns to others within those catchment
areas.
This resulted in a 13% increase in
membership during Q1 alone.
Hellocomputer is
an FCB companyHow Point Defiance Zoo & Aquarium Uses Data Analytics to Predict Attendance | Wired + IBM

Encouraging people to collect money for the charity
on the high street, The Great Daffodil Appeal was
launched, gathering each supporter’s geolocation
data and matching this with its database of collection
sites.
This information was used to integrate a real-time
personalized map in the email campaign detailing the
supporter’s nearest collection sites.
The charity then used modelling to derive a target
population and drive persona-driven
messaging based on collection history and
previous interactions with Marie Curie.
The campaign boosted registrations year on year,
with a high skew towards online sign ups.
Hellocomputer is
an FCB companyhttps://blog.globalwebindex.com/marketing/personalized-marketing-works/

Starbucks successfully keeps customers engaged
with its gamified mobile app.
Integrating the brand’s rewards system with the
ability to customize and order drinks via the app, it
makes use of information such as purchase history
and location to get as personal as possible.
The introduction of the rewards system
saw Starbucks’ revenue soaring to $2.56 billion,
while the app has generated around 6 million
sales per month (around 22% of all U.S. sales).
Hellocomputer is
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The Next
Frontier For
Data-Driven
Marketing
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Evidence that creative contributes more to the success
of an ad than media elements such as targeting and
reach has accumulated for years.
Data-driven media optimization has moved the
needle a bit, but most research still favours
creative’s influence.
https://adexchanger.com/data-driven-thinking/creative-is-the-next-frontier-for-data-driven-marketing/

Hellocomputer is
an FCB companyWHEN IT COMES TO ADVERTISING EFFECTIVENESS, WHAT IS KEY? | Nielsen | 2017

An Insider’s Look at Creative Quality, Personalization, and DCO | Sizmek Research | 2018

Data-informed
creativity
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Hellocomputer is
an FCB companyPsychological targeting as an effective approach to digital mass persuasion | S. C. Matz, M. Kosinski, G. Nave, and D. J. Stillwell | 2017

Hellocomputer is
an FCB companyPsychological targeting as an effective approach to digital mass persuasion | S. C. Matz, M. Kosinski, G. Nave, and D. J. Stillwell | 2017
Persuasive appeals that
were matched to people’s
extraversion or openness-to-
experience level resulted in
up to 40% more clicks and
up to 50% more purchases
than their mismatching or
unpersonalized
counterparts.

There’s nearly no evidence these ads could change
your voting preferences or behavior.
A meta-analysis of 49 experiments that were
designed to test whether voters are persuadable
found that the average effect was zero.
Just because you understand a personality type
doesn’t mean you’ll be good at making ads to suit it.
Our intuitions are often wrong about what we think
others will find convincing.
Hellocomputer is
an FCB companyhttps://www.vox.com/science-and-health/2018/3/23/17152564/cambridge-analytica-psychographic-
microtargeting-what

Partnering with IBM to use its Watson technology,
Lexus and the agency input a number of data points,
including 15 years' of Cannes Lion award-winning
ads and 10 years of the best ads in the ‘luxury’
sector, as well as employing a company called MindX
to “feed” in data which related to ‘intuition’ and how
people make decisions.
Hellocomputer is
an FCB companyhttps://www.thedrum.com/news/2018/11/16/lexus-reveals-ad-created-ai-it-gimmick-no-will-it-win-any-
awards-probably-not

Hellocomputer is
an FCB companyhttps://www.thedrum.com/news/2018/11/16/lexus-reveals-ad-created-ai-it-gimmick-no-will-it-win-any-
awards-probably-not

What we
can learn
from Netflix
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Netflix doesn’t use data for creative decisions;
it uses data to match content with viewers.

Getting started
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Building an Analytics-Driven Organization | Accenture | 2013

Data operating
model
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Building your
operating model
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• Using data to determine ROI
• Enable the use of data for customisation and
contextual tactics
• Enable the use of data for innovation
• Using data to power future AI / ML / NLP projects

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Ten red flags signaling your analytics program will fail | McKinsey | 2018
https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/ten-red-flags-signaling-your-analytics-program-will-fail?cid=other-soc-lkn-mip-mck-oth-
1805&kui=zXhXhDiK1S-uQIolml63yg

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Defining the Data Stack | IAB 2018
Choosing the best data for the brand’s goals becomes
an exercise of qualifying needs. When data strategies
develop around the stories brands want to tell and the
challenges they face, it’s easier to determine which data
will hold the most value, both in terms of insight and
usability.

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First Party Data
Second Party Data
Third Party Data

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LowOwned
HighOwned
High Online
Low Online

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https://towardsdatascience.com/the-dynamics-of-data-roles-teams-6c450b27e59e

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If you want to do it yourself
JellyFish Training
Analytics Bundle
R7,500 per person
R12,000 for 2 people
(Available 8-10 April 2019)
Udemy Courses
Learning Google Analytics-From Beginner to
becoming a Pro
R120 – R1,000 per person
Google Tag Manager – From Zero to Hero
R120 – R2,000 per person

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Strategy Artefacts Dependencies

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Overview of Strategy cycle

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Google Data Studio Example

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Marketing Objectives
Measurements

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https://cdn.chiefmartec.com/wp-content/uploads/2016/08/marketing_signals.jpg

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Measurements
Custom KPIs
Objective What it means Signals
Top of mind Awareness
number of people who viewed
communication
total reach, paid reach, organic reach
Active Awareness
number of people who viewed
communication + and interacted with it
in any way
total reach, paid reach, organic reach,
number of engagements
Interest
number of interactions with a
communication in a way that shows
interest in the brand
likes, comments, shares, link clicks,
video plays, 10” video views, content
comments, link clicks
Education
number of interactions with a
communication which indicates
understanding
video plays, 10” video views, content
comments, link clicks
Brand Love
number of interactions which indicates
the brand story landed
10” video views, shares, likes, nett
sentiments
Conversion
number of interactions which take the
user further step in conversion funnel
link clicks, queries received

Minefields
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Do this To overcome
Define terms and repeat them, often Misunderstandings about what “data” actually means
Derive custom KPIs
Disconnect between what is measurable from activities vs what is important
to the organisation
Onboard implementation stakeholders
Naming conventions, processes, tools, skills required which hold up the
process
Start small, but understand the bigger picture Analysis paralysis
Someone needs to be a bridge between the technical and business
requirements
Both parties can get distracted or misinterpret what’s important or feasible
Create prototypes for structures and standards quickly then aggressively
automate and centralise
Gaps in your thinking and understanding
Document the emerging capability - processes, tools, skills, capabilities Organisational inertia and amnesia

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1. The executive team doesn’t have a clear vision for its advanced-analytics programs
2. No one has determined the value that the initial use cases can deliver in the first year
3. There’s no analytics strategy beyond a few use cases
4. Analytics roles—present and future—are poorly defined
5. The organization lacks analytics translators
6. Analytics capabilities are isolated from the business, resulting in an ineffective analytics organization structure
7. Costly data-cleansing efforts are started en masse
8. Analytics platforms aren’t built to purpose
9. Nobody knows the quantitative impact that analytics is providing
10.No one is on identifying potential ethical, social, and regulatory implications of analytics initiatives
Ten red flags signaling your analytics program will fail | McKinsey | 2018
https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/ten-red-flags-signaling-your-analytics-program-will-fail?cid=other-soc-lkn-mip-mck-oth-
1805&kui=zXhXhDiK1S-uQIolml63yg

The real worry isn’t
machines thinking
like humans,

It’s humans
thinking like
machines.
- Brian McPherson
Managing Partner - Goodby, Silverstein & Partners

Data in marketing - an overview of applications and requirements

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