DATA

how to get it & how to use it

VP, Insights & StrategyNick Drew

Research,Big Data, & Analytics

…are just not that interesting.

ResearchBig Data

Analytics

Z Z Z

“It’s the audience, really, you have to sit with the audience, or two. [It] tells you whether the jokes are landing, whether they’re engaged, whether it’s too long”

“I felt they were very clear on a number of points, and I made some changes, significant changes, based on that”

…and talking about “Spectre” (2015)

Director Sam Mendes, talking about how he knows when a film is right

Know your objectives

Know your audience

Choose the best medium & format

See if the campaign worked

Anatomy of amarketing campaign

Research

DataInsight

We look for insight intotheir behaviour

How engaged are they in different categories?

Which media do they consume?

What messages best resonate with them?

What influences their purchases?

Syndicated data sources

Research from publishers, agencies etc

Your own data

Primary research

Where we find that insight

Applying the theory

60% of their time online is through mobile devices

Spend significantly more time online than watching TV

Spend 32hrs/ month watching online video

Understanding the audience

1 in 3 uses an adblocker

1 in 5 considering switching banks

Should be online

Needs to be mobile-responsive

Less focus on traditional ads

Implications for a campaign

Success in marketing is about applying what we know about an audience

Research and data may not be exciting

…but better insight leads to better campaigns!

Data in Marketing