3. The way we look at things,
the way we classify things,
define our actions towards those things.
4. The way we look at things,
the way we classify things,
define our actions towards those things.
First we define the classification,
then the classification defines us.
5. The Dewey Decimal Classification (DDC)
or Dewey Decimal System is
a library classification system,
first published by Melvil Dewey in 1876.
Source: http://en.wikipedia.org/wiki/Dewey_Decimal_Classification
27. It was the century of mass.
Mass production, mass media,
mass communication.
28. It was the century of mass.
Mass production, mass media,
mass communication.
They only way for a marketeer to
look at his audience was through
the lens of mass media.
32. !
‣ do research (focus groups, polls… )
‣ define one (or two or more) target groups
‣ extrapolate these in personas
‣ define an insight for this persona
‣ craft message based on insight
‣ broadcast your message through mass media
How extrapolation works
38. !
‣ reduce the layers of depth in our customers
‣ simplify by generalizing in personas
‣ simplify persona behavior in 1 insight
‣ basically flatten your world view
How extrapolation works
46. We no longer need to identify our target
audiences by extrapolation.
Our customers are identifying themselves -
by their behavior on digital platforms.
47. How many people watch tv?
!
‣ select representative sample
‣ „1500 families”
‣ extrapolate: 618.107 viewers
How many people visit site?
!
‣ use analytics
‣ measure
‣ exact: 135.735 visitors
48. Extrapolation is the crude tool we had to
use in analog times.
Digital thinking allows us to stop
extrapolating personas and start using
exact behavior as marketing tool.
49. Indirect behavior
!
‣ newspaper X is read by personaY
‣ personaY is interested in our
product
‣ extrapolate indirect behavior
Direct behavior
!
‣ use context
‣ search words, click path, open
rate, social behavior
‣ use direct behavior
50. !
‣ stop using extrapolation as a crude tool;
‣ use exact data;
‣ move away from indirect influence: demographics ->
broadcast -> behavior;
‣ work directly on behavior;
‣ personalize communication on a mass scale;
‣ automate personalization.
Digital thinking allows us to
52. !
‣ this is not about television vs. online
‣ it is about digital thinking vs. analog thinking
‣ it is about thinking in measurable behavior vs.
extrapolated personas
‣ (television will soon be digitized…)
Misconception 1:
53. !
‣ this is not the end of creativity
‣ it is about using behavioral data, not extrapolated
personas as basis for creativity
‣ humans will still need to creatively interpret data
‣ creative use of behavioral data will win
Misconception 2:
54. !
‣ this is not the end of insights and strategy
‣ you still need strategy and insights
‣ insights will be based on exact data and behavior
‣ we will need to ‚program’ insights so they can be used in
real-time and on massive scale
‣ each measurable action gets its own insight
Misconception 3: