the power of data 2010
TRANSCRIPT
“010010010010000001100001011011010010000001101111011000100111001101100101011100110111001101100101011001000010000001110111011010010111010001101000001000000110010001100001011101000110000100101110.”
Definition
da·ta
Pronunciation: dā-tə, "da- also "dä-
1. Factual information (as measurements or statistics) used as a basis for reasoning, discussion, or calculation
2. Information output by a sensing device or organ that includes both useful and irrelevant or redundant information and must be processed to be meaningful
3. Information in numerical form that can be digitally transmitted or processed
Bought
Reach &Educate
Attract &Encourage
Convince& Convert
ActivateDrivevalue
Recognise
Retain
Reactivate
Data
InferredBehaviouralProfileData
Clustering, predictive model
Website activity, purchase history
Name, email, phone number
Example
Level 3Level 2Level 1
Total unique reach.Reach
Total emails sent to a friend from banners or websites.Emails
Total interactions and time spent with ads.Interaction
Total site traffic to site that viewed but didn’t click on an ad.View through
#$/
Total click throughs.Click through
Total number of search engine queries
Total downloads of ringtones, avatars etc.
Total ad impressions.Impressions
Downloads
Searches
Objective targets Cost/number
Relevance
Timely: people look forward to hearing from you
Relevant: communication the recipient is interested in
Anticipated: people expect to hear from you
Personal: the messages are customised to the individual
TRAP.
Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11Week 4Week 3Week 2Week 1
Run Review Revise
Run Review Revise
Run Review Revise
Run Review Revise
Run Review
ImprovementImprovementImprovementImprovement
Run > Review > ReviseRepeat_
RunRunRunRun
ReviewReviewReviewReview
ReviseReviseReviseRevise
PredictingPredictingPredictingPredictingiiiirrrrrrrraaaattttiiiioooonnnnaaaallllbehaviourbehaviourbehaviourbehaviour....
P&G reduced its range from 26 to 15P&G reduced its range from 26 to 15P&G reduced its range from 26 to 15P&G reduced its range from 26 to 15
Sales went up by 10%
Managing choice