Hello world.An introduction to DADI+

Who we are, what we do andhow we can work together.

7 Marylebone LaneLondon, W1U 1DF

hello@dadi.co+44 (0) 20 7205 2900

At DADI+ we believe:“We exist to help organisations get the most out of their data, build better relationships with their individual customers and improve the performance of their businesses.“

Chris MairCo-Founder & Partner

+ Data has the power to transform relationships

+ Connecting data transforms customer experience

+ The success of any business is dependent on how well they understand their customers

+ There’s no excuse for sub-optimal customer experience when connected data can continually optimise

We have developed both the strategic framework for brands to develop their data-driven business and the technology needed to make it happen.

Overview+ This document provides a background to

our strategic thinking

+ It introduces our strategic framework: Moment Mapping

+ A guide to developing your data-driven marketing strategy 

+ It also provides a summary of our process

Context

The New WorldConsumer behaviour is evolving all the time…

Spurred by the ever increasing usage of multiple-devices & platforms, today’s battle for hearts, minds, and dollars is fought in a new battleground.

Intent-driven moments of decision making and preference shaping that occur throughout the entire consumer journey.

87% of millennials admit to having their smartphone at their side day and night

68% of smartphone users say they check their phone within 15 minutes of waking up

87%

68%

On average we check our phones 150 times a day

100%9:41 AM

150

Pocket sized computersThe proliferation of smartphones especially has created a fundamental change in the way we consume.

Consumer journeys were once predictable, following similar patterns daily. Today they are fragmented and unpredictable, comprising hundreds of differing interactions every day.

Many of these digital interactions have become just another part of everyday life - messaging friends, checking email, posting to Facebook, checking the time etc.

But alongside these, there are the other moments. The intent-driven moments when consumers are looking for an answer.

[1] https://www.thinkwithgoogle.com/collections/micromoments.html

In a recent white paper [1], Google referred to these as ‘micro-moments’, concluding that they were:

“a game changer for both brands & consumers.“

Micro-moments are intent-rich moments when decisions are made and preferences are formed.

I want to know…

I want to go…

I want to do…

I want to buy…

Micro-moments in time

A new battle ground for brandsAt these times consumer have high expectations. Smartphones have trained us to expect brands to deliver what we want, when we want it.

Successful brands of the future will be those that have a plan for understanding and meeting consumers’ needs in the micro-moments that matter to them.

Put simply, to succeed in a micro-moment world brands need to:

Be there.

They must be clear about the moments relevant to their consumers and their business. And have a plan for being there when those moments happen.

Be smart.

They need to fulfil the consumers needs in a frictionless, inspiring and relevant manner.

Know

GoDo

Buy

You =

Your customer

Be there.More often than not, when people turn to their smartphone they are looking to learn something, do something, find something or buy something.

That could be in the form of Internet search, accessing social media, visiting a website or interacting with an app. 

By being there, brands have the chance to address consumer needs in the moment, help move someone along the decision-making journey and strengthen their loyalty.

To ensure they appear at the right times, brand need to identify the moments that matter most to them.

Be smart.But being there is only half the answer. When the key moments have been established, brandsshould then focus on the communication that happens at that point.

Successful brands will ‘wow’ customers through applying intelligent, personalised communications that are wanted.

To ensure this brands need to consider a wide range of things:

Context Where the user is, time, etc

Technical capabilities How can we push the boundaries of what is possible

Frictionless Single Customer View

Welcome back!

The critical ingredient to delivering excellence is dataTo create personalised experiences, brands need to consider both consumer & environmental data which hold the consumer’s intent and context.

Consumer data refers to all that is known about the user, demographics, socio-economic, lifestyle etc.

It enables aspects such as personalisation, increasing the relevance of the messaging.

Environmental data refers to all that is known about the user at that particular time, where they are, what the weather is like, what they are doing etc.

It provides context for the situation and helps to deliver targeted, relevant messages in a timely manner.

When taken consumer and environmental data into consideration, brands are then able to deliver experiences that work, and that will be remembered. These are Data-driven experiences .

The ability to process and understand user and environmental data in real time in order to provide a customised experience for the individual across multiple touch-points.

Data driven experiences present users with content which is more likely to appeal to them based on real time data. The more compelling it is, the better it will perform.

Data Driven Experiences

Building a data-driven strategy to winSuccessful brands of tomorrow will be those who have a strategy for this new world we live in.

Developing a data-driven strategy and ensuring you have the tools and the capabilities for delivering on it are key.

Moment Mapping

Planning for battleWe have developed a process called Moment Mapping to help brands understand where their brand sits with the new market landscape, ensuring they:

Know when to be there Anticipate the ‘micro-moments’ for users in your industry and then commit to being there to help when those moments occur.

Know how to be smart

Being relevant to consumers’ needs in the moment and connect people to the answers they’re looking for, ensuring the mobile experience is fast and frictionless.

Welcome back!

Planning for battleMoment Mapping is a process that combines research and data analysis to establish data-driven marketing strategies.

The process is conducted over a six week period and is focussed on:

+ Identification of the key moments

+ Defining the data-driven experience that will occur at these times

At the end of the process, brands will have a clear plan of the critical moments where they need to appear, together with the data-requirements at each of them needed in order to facilitate the requisite data-driven experience.

Our ApproachThe process combines both qualitative & quantitative research techniques to provide the deep insight needed to understand the entire customer experience and apply the relevant context.

User

Qualitative Research

Big Data Mining

Ethno-Mining“big data is nothing without ‘thick data’ the rich and contextualised information you gather only by getting up from the computer and venturing out into the real world.“

April 2014

Quantitative Research

Goals+ Understanding the needs of the

business

+ Understanding users and temporal aspects of user journeys

+ “Unlocking” specific moments – What are they about? What do users feel? What do they need?

+ Understanding existing data capabilities and identifying new ones

+ Empathy and innovation to create a product design based on user-centered approach

Process…

Understanding the who, where and what of your customer interactions. Getting under the skin of the business

Quantitative & quantitative research process led by data scientists. Interrogation of findings

Moment mapping, led by brand strategists to articulate significants trends in the data and the strategic opportunities presented

Ideation and initial planning of creative and technical solutions

1

Minimum Viable Product prototype development

Discover

Analyse

Define

Imagine

Data A

nalysis

1

2

3

4

2

3

4

Process starts with a comprehensive review of your business to determine current situation.

Identify the areas of strength/weaknesses, restraints, requirements and needs to develop actionable steps to a data-driven strategy roadmap.

Process split across three core areas:

+ Business + Consumer + Data

1 Discover 2 Analyse 3 Define 4 Imagine

Discover

+ Understand the needs of stakeholders

+ Business objectives

+ Resource

+ Technical capabilities

Brand Consumers Data

+ Data audit

+ Review of current process

+ Technical appraisal

+ Create criteria for user segmentation

+ Generate user segments

+ Create hypotheses

+ Digital ethnography

+ Semiotics

+ Experience Sampling Method

+ Test and confirm hypotheses

Discover

1 Discover 2 Analyse 3 Define 4 Imagine

AnalyseSecond stage led by team of data-scientists and consumer insight consultants, focussed on in-depth analysis of findings established in Discovery phase.

+ User journey and experience mapping: identify key touch points, pain points, events, experiences, and activities

+ Identifying personas based on their journeys

+ Identifying cultural context and motivations

Discover Analyse 3 Define 4 Imagine21

Data Mining Text Mining

Network Mining

Ethno-mining (Digital Ethnography,

Semiotics, ESM)

Ongoing data analysis across multiple touch-points

Qualitative Quantitative

Predictive Analytics

SentimentAnalysis

Social Network Analysis Behavioural

EconomicsUser

Experience

User Journeys User Moments

User-Centered Product Design Service Design

+ Predictive Modelling

+ Machine-Learning

+ Recommender Systems

+ Measuring Sentiment

+ Measuring Influence

+ Discovering topics

+ Discovering Relationships

Statistical Techniques: e.g. Cluster Analysis

Qualitative Analysis Journey Mapping

Interpretation

Discover Analyse 3 Define 4 Imagine21

Discover 2 Analyse 4 ImagineDefine31

DefineThird phase focussed on development of a tailored Moment Map based on insight established during phase 1 & 2

Moment mapping: identifying and “unlocking” moments

Identifying the data requirements at each moment:

+ Both consumer and environmental

+ Outlining existing vs. needed

Output is the creative brief for appropriate Data-driven experiences related to your brand.

ImagineUndertaken in collaboration with stakeholder group, typically through workshop session, aim is to use the Moment Map and brief for Data-driven experiences to develop potential solutions.

Note: our services division can develop & test prototype solutions if needed.

Discover 3 Define1 4 Imagine Imagine4

Week 1-2 Week 3-4 Week 5 Week 6

Activity

Framing Workshop 1: • Formulating the problem • Defining the vision • Assigning roles

Interviews with external stakeholders

Data audit

Framing Workshop 2: • Formulating hypotheses • Research design

Testing hypotheses

Quantitative analysis

Qualitative analysis

Analysis Workshop • Meta-analysis of research

method and results

Analysis Workshop Ideation and Co-design Workshop

Tools

Affinity diagram Qualitative Analysis: • Ethnography • Experience Sampling Method

(ESM) • Semiotics

Quantitative Analysis: • Data analysis

User Journey Mapping

Moment Mapping

Ideation Techniques

Output

Data sets

Hypotheses

Research briefs for: • Data analysis • Semiotics • Ethnography

Cultural Insight

Qualitative Data

Personas

Understanding intent, moments, experience and areas of opportunity

Creative Solutions

Product / Service Ideas

PROCESS TIMING

At the end of the six week process you will receive:

+ Moment Map detailing the key moments your brand should be focussing its data-driven efforts

+ Document comprising the creative concepts identified during the final stage of the process

+ Together these will ensure your brand has the ammunition to win at micro-moments

Deliverables

Data Driven Experiences

Appendix

BackgroundDADI+ was formed in 2013: after years working with global brands & publishers, we identified an opportunity for a new type of business.

+ Changes occurring in the way people consumed content across devices

+ The power of personalised content

+ The potential of big data

+ An absence of a technical solution available to exploit these shifts

Consulting

Services

DADI+ platform

Our ambition

Our definition of Data Driven Experiences

The ability to process and understand user and environmental data in real time in order to provide a customised experience for the individual across multiple touch-points

How?To enable data driven experiences, the DADI+ platform puts customer data at the heart of our platform and places equal weight on the value of content and the value of user data.

We exist to enable our clients to put customer data at the heart of their businesses, to make Data Driven Experiences a reality

This presents users with content which is more likely to appeal to them based on real time data. The more compelling it is, the better it will perform.

Content

CMS

Template engine

Front-end

Syndication

Native apps

CRM

Direct

TwitterFacebook

Pinterest

Others

+ Personalised real-time experiences for individuals

+ Single customer view cross-channel

+ Machine Learning optimises experiences over time

+ Consistent view of data across the business

+ The foundation of long term, mutually beneficial customer relationships

+ Makes content work harder, and perform better

+ Enables a new, more accurate approach to business strategy

+ Unlock new revenue streams

Data-centric platform benefits to businesses

Most of our team, currently 30 people, are engineers. They include front-end designer/developers hybrids and heavy-lifting back-end specialists.

Our team

Six of our team are data scientists and strategists.

The remaining three peopleare project managers.

Smart

We think the way we run our business is pretty

smart. Find out more about How We Work on

our website.

How we work

Lean

Small teams of engineers and strategists are

assigned to completing batches of work, while

producing a complete product.

Talented

We are committed to working with the

best talent in the world, no matter

where they live.

Our clients

DADI.CO

Thank you.