story telling with data from digital bootcamp
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STORYTELLINGWITH DATAMarch 21, 2014
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College of
media
Hello 1:45 - 2:00The Data You Will Use 2:00 - 2:15
- A Shift To Digital- The Basics Of Digital Analytics- Collecting Impactful Data
The Stories You Will Tell 2:15 - 2:30- Marketers’ Motivations- Where It All Begins: The Consumer- Other Valuable Stories Data Can Be Used To Tell
The Methods You Will Use 2:30 - 2:45- Creating Arresting Visuals- Connecting Numbers To Emotion- A Word Of Caution
Wrap-up and Review 2:45 - 3:00
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College of
media
+
Picture yourselfsomewhere right
about here.
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College of
media
The Data YouWill Find
The Stories YouWill Tell
The Methods You Will Use
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College of
media
The Data You Will Find
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College of
media
Geeks | Devices | Observations
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College of
media”
“Over the next few years Geeks in Marketing will become one of the most disruptive force [sic] in a discipline that traditionally was driven by big creative personalities.Michael Fassnacht, President Draftfcb ChicagoFebruary 2006
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College of
media
According to Procter & Gamble, shoppers make up their minds about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) the “First Moment of Truth," and it's considered the most important marketing opportunity for a brand.
— Wall Street Journal, 2005 College of
mediaWednesday, March 26, 14
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College of
media
First Moment of
Truth
Second Moment of
Truth
Stimulus
At shelf In-store
Experience
Source: Proctor & Gamble, 2005
The 3-step model of marketing
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College of
media
2005
College of
mediaWednesday, March 26, 14
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College of
media
2013
College of
mediaWednesday, March 26, 14
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College of
media
First Moment of
Truth
Second Moment of
Truth
Stimulus
Pre-shopping | In-store | In-home
At shelf In-store
Experience
Source: Google
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College of
media
ZMOT in action is messy
Source: Google
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College of
media
”“Web analytics is the assessment
of a variety of data...to help create a generalized understanding of the visitor experience online.Eric Peterson, “Web Analytics Demystified” (2004)
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College of
media
Web analytics challenges remain real
Source: Aberdeen Group, 2013
Managing and integrating data
Ensuring data quality
Staffing and management cimmitment
Communicating and interpreting results 38%
42%
50%
54%
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College of
media
Web analytics data come from a variety of sources
• Web traffic data• Web server performance data• Web transactional data• Usability studies• User submitted information and related sources
Source: Eric Peterson, “Web Analytics Demystified” (2004)
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College of
media
The pyramid model of web analytics data
Uniquely Identified Visitors
Unique Visitors
Visits
Page Views
Hits
Volume of Available Data
Increa
sing V
alue o
f Data
Source: Eric Peterson, “Web Analytics Demystified” (2004)
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College of
media
The pyramid model of web analytics data
Source: Eric Peterson, “Web Analytics Demystified” (2004)
Uniquely Identified Visitors
Unique Visitors
Visits
Page Views
Hits
Volume of Available Data
Increa
sing V
alue o
f Data
User submitted information and related sources Usability studies
Web transactional data
Web server performance dataWeb traffic data
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College of
mediaArcheologyInterviews ExercisesSource: Draftfcb
Qualitative data can reveal stunning human insights
MAIN ST
STATE ST
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College of
media
MISS versus MADEMOISELLE
28 In a relationship Works full time
Social Outdoors
AMERICAN
28 In a relationship Works full time
Social Outdoors
FRENCH Source: Draftfcb
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College of
media
MISS versus MADEMOISELLE
28 In a relationship Works full time
Social Outdoors
AMERICAN
28 In a relationship Works full time
Social Outdoors
FRENCH Source: Draftfcb
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College of
media
MISS versus MADEMOISELLE
Busy Creative
Straightforward Trustworthy
Artistic Smart
Successful Independent
Optimistic Stressed
Sophisticated Calm Happy
Social Balanced
Adventurous Likeable Sincere
Relaxed Content
Healthy
Source: Draftfcb
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College of
media
The Stories You Will Tell
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College of
media
Reasons | Frameworks | Insights
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College of
media
Marketers’ motivations behind web analytics are clear
Source: Aberdeen Group, 2013
Improve targeting
Align with sales goals
Gain insights into campaign effectiveness
Identify cross- / up-sell opportunities
Optimize marketing activities 22%
22%
39%
43%
52%
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College of
media
Brands use data primarily to target consumers
>"Demographic Female, 25-45
>"Interest Female, 25-45 Loves espresso
>"Intent Female, 25-45 Loves espresso Visited home espresso sites
Remarketing Female, 25-45 Loves espresso Visited home espresso sites Bought from Nespresso.com
Source: Google
Demo Interest Intent RemarketingRemarketingFemale, 25-45Loves espressoVisited espresso siteBought from Nespresso.com
IntentFemale, 25-45Loves espressoVisited espresso site
InterestFemale, 25-45Loves espresso
DemoFemale, 25-45
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College of
mediaSource: C.P. Russell, 1921
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College of
mediaSource: McKinsey & Company
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College of
media
What createsthe need?
Source: McKinsey & Company
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College of
media
Which brands are
top of mind?
Source: McKinsey & Company
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College of
media
What criteria are used to
drive choice?
Source: McKinsey & Company
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College of
media
What brand wins at shelf?
Source: McKinsey & Company
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College of
media
Does the product live up to expectations?
Source: McKinsey & Company
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College of
media
What does the brand say about the consumer?
Source: McKinsey & Company
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College of
mediaSource: McKinsey & Company
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College of
mediaWednesday, March 26, 14
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College of
mediaSource: McKinsey & Company
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College of
mediaSource: McKinsey & Company
?
?Wednesday, March 26, 14
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College of
media
Digital data can be utilized in many other valuable ways
“Multivariate & A/B Testing”: Trying two (or more) creative executions and monitoring response
“Site Optimization”: Tracking site flow and information architecture to improve the consumer experience
“Media Optimization”: Determining what media works and what does not
“Attribution Modeling”: Collecting all interactions for all channels and determining relative impact
Source: iCrossing
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College of
media
The Methods You Will Use
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College of
media
See it | Feel it | Own it
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College of
mediaCollege of
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
mediaWednesday, March 26, 14
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College of
media
Why is this so beautiful?
• Simple• Invitingly interactive• Interesting• Full of insights, not numbers• “Trustworthy”
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College of
media
Patterns. Our brains are very good at finding them.
Source: Adapted from Werzowa, Johnson, Lanahan and ShillumWednesday, March 26, 14
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College of
media
It detects differences.
Source: Adapted from Werzowa, Johnson, Lanahan and ShillumWednesday, March 26, 14
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College of
media
It detects differences.
Source: Adapted from Werzowa, Johnson, Lanahan and ShillumWednesday, March 26, 14
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College of
media
Rseaerch aslo icntidaes taht the oerdr of the ltteers in a wrod dnsoe’t relaly mettar. Waht relaly mtteras is the frist and lsat leettr in the wrod. If tehy are in the rhgit palce, you can raed the wdors.
Source: Adapted from Werzowa, Johnson, Lanahan and ShillumWednesday, March 26, 14
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College of
media
Even genius repeated is monotonous.
Source: Adapted from Werzowa, Johnson, Lanahan and ShillumWednesday, March 26, 14
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College of
media
56 bars45 repeats of the same motive4 exact repeats14 similar notes with the exact rhythm27 exact rhythm.
Source: Adapted from Werzowa, Johnson, Lanahan and ShillumWednesday, March 26, 14
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College of
media”
“[T]he best and most beautiful things in the world cannot be seen nor even touched, but just felt in the heart.Anne Sullivan (June 1891)
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College of
media
50%of the Great Barrier Reef has disappeared in the last 30 yearsAustralian Institute of Marine Sciences
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College of
media
3,500languages spoken today will not exist in the next centuryCambridge University
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College of
media
780million peopledo not have access to clean drinking water todayUnited Nations
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College of
media
FACT:
The US consumes 7,117,500,000 barrels of crude oil annually.
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College of
media
FACT:
The US consumes 7,117,500,000 barrels of crude oil annually.
REALITY:
‘Millions and billions’ are a foreign language to most people.
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College of
media
Put it in a unit people understand.1
Use a familiar comparison.2
Phrase it terms of the everyday.3
Find the morale dimension. 4
Make it personal.5
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College of
media
Americans use enough oil each day to make
36 billionplastic water bottles.
Put it in a unit people understand:
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College of
media
Each day, Americans use enough oil for
39trips to the sun and back.
Use a familiar comparison (like distance):
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College of
media
In2minutes, America goes through a million gallons of oil.
Use a familiar comparison (or time):
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College of
media
Americans use
48times more oil than water every day.
Phrase it in terms of the everyday:
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College of
media
In just4decades the world’s finite oil supply will be gone forever.
Find the moral dimension:
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College of
media
In a year, a typical American family uses
SEVENTYbarrels of oil.
Make it personal:
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College of
media
Put it in a unit people understand.1
Use a familiar comparison.2
Phrase it terms of the everyday.3
Find the morale dimension. 4
Make it personal.5
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College of
mediaSource: Friendster, Draftfcb analysis
Wednesday, March 26, 14
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College of
mediaSource: Friendster, Draftfcb analysis
Wednesday, March 26, 14
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College of
mediaSource: Friendster, Draftfcb analysis
Wednesday, March 26, 14
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College of
media
SHARE OF LOVE VIS À VIS
PEERS
High
Low
High Low SHARE OF EMOTION VIS À VIS PEERS
Quad II: �Buddies� Low Relevance, High Adoration
Quad I: �Crushes� High Relevance, High Adoration
Quad III: �Outcasts�� Low Relevance, Low Adoration
Quad IV: �Villains� High Relevance, Low Adoration
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College of
mediaRELEVANCE
Anger (25%)
Love (12%)
Sorrow (25%)
Hope (16%)
Joy (10%)
Fear (12%)
POWER
0.9
1.3 1.0
0.8 0.9
4.8
Source: Draftfcb analysis
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College of
mediaRELEVANCE
Anger (8%)
Love (33%)
Sorrow (13%)
Hope (27%)
Joy (13%)
Fear (6%)
POWER
1.1
1.8
4.8
0.2
1.3 1.4
Source: Draftfcb analysis
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College of
media
When sampling, bias must be avoided
Questionnaire Bias: Question or questionnaire that encourages respondents to answer one way rather than another
Sampling Bias: Sample is collected in such a way that some members of the intended population are less likely to be included than others
Interpretation Bias: Tendency to interpret ambiguous situations in a positive or negative fashion
Source: MediLexicon.com; Timothy R. Graeff, 2005. "Response Bias," Encyclopedia of Social Measurement”; Huppert, et. al. Cognitive Therapy and Research October 2003, “Interpretation Bias in Social Anxiety: A Dimensional Perspective”
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College of
mediaSource: YouTube, 7/15/13College of
mediaWednesday, March 26, 14
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College of
mediaSource: YouTube, 7/15/13College of
mediaWednesday, March 26, 14
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College of
mediaSource: Google analysisCollege of
mediaWednesday, March 26, 14
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College of
media
Feeling blended?
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College of
media
The Data YouWill Find
The Stories YouWill Tell
The Methods You Will Use
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