big data and creativity in marketing strategy

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Why we should all love dataWhy we should

all love data

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IT’S A HOT TOPIC

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What’s it got to do with me?

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IT’S RELEVANT TO ALL OF US

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Data is for geeks

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Data is for geeks

Data restricts creative thinking

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Data is for geeks

Data restricts creative thinking

Data = numbers

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?

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“The mass of transactional and behavioural data that each of us creates as we use the internet, travel with location-

aware mobile devices, make purchases with payment cards and loyalty cards online, and communicate our activities,

goals and preferences through social media.”

- Guardian, Oct 2013

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A DAY IN THE LIFE OF YOUR DATA`

204 million emails

2 million Google searches

684,000 bits of content shared on Facebook

More than 100,000 tweets

Upload 48 hours of YouTube content

According to the UK card association, in 2013:• Debit cards were used to make 8.4 billion purchases in the UK (£378 billion)• Credit and charge cards were used to make 2.3 billion purchases (£142 billion)

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BE CAREFUL WHAT YOU CLICK ON

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YOUR DATA CAN EVEN GIVE AWAY YOUR HAIR COLOUR

L’Oreal uses in-image ad platform, GumGum, to insert digital ads for their hair colour products into photos of women with the corresponding hair colour

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X

................................................................................................................................................HOW ARE BRANDS USING THIS DATA?

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UTILISING CUSTOMER DATA ISN’T A NEW THING

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90% of the data in the world today has been created in the last two years alone

IBM

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AND THAT AMOUNT OF DATA IS ONLY SET TO GROW…

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ORGANISATIONS ARE STRUGGLING TO KEEP UP

70% of marketers feel ill-equipped to handle “big data” challenges

GfK and Guardian Media Network report 2013

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ORGANISATIONS ARE STRUGGLING TO KEEP UP

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BRANDS ARE BREAKING NEW GROUND (IN REAL TIME)

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THEY’RE TAILORING THEIR PRODUCT TO YOU

Graze released a custom box in response to customer feedback that showed they wanted more control over what goes into their box.

Netflix asks you to rate shows/films so it can provide you with a personalised home screen of recommendations

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THEY’RE CREATING EXPERIENCES THAT ARE AS UNIQUE AS YOU ARE

Selfridges Beauty – Fragrance Lab

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THEY’RE MAKING THEIR CUSTOMERS FEEL SPECIAL

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THEY’RE ADDING VALUE IN UNEXPECTED WAYS

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THEY’RE CONNECTING PEOPLE WITH SHARED PASSIONS

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THEY’RE ENABLING PEOPLE TO ‘HAVE IT THEIR WAY’

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WHAT WOULD MAKE YOU GIVE UP YOUR DATA?

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TO INCREASE KNOWLEDGE

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TO WIN A PRIZE

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TO BE REWARDED

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FOR A UNIQUE EXPERIENCE

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TO PAY FOR PRODUCTS…

An auction site where you don’t bid your money, you bid the number of kilometres you’ve run

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…OR FOOD

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WHAT DATA ARE PEOPLE WILLING TO SHARE?

% of UK millennials who would share the following data with brands:

• Location data – 58%• Email address – 68%• Face scan – 54%• Profile info – 55%

- SDL survey

- PWC “The speed of life: Consumer intelligence series”

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WHAT DATA ARE YOU WILLING TO SHARE?

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AN INSIDE LEG MEASUREMENT IS FINE FOR SOME…

The Chapar provides you with your own personal stylist who sends you a selection of clothes in a trunk.

Those you want to keep you pay for, those you don’t they come to collect.

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AND OTHERS ARE HAPPY TO SHARE THEIR TIME OF THE MONTH

These 3 US brands want to change the way you experience your period.

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..................................................................................................................................................................................................IT’S IMPORTANT PEOPLE KNOW WHAT THEY’RE GIVING THEIR DATA FOR

Transparency in online tracking and data collection has a substantial impact on consumer opinion, with a large majority (84%) of UK consumers now having a more favourable opinion of companies who are honest about online data collection

Toluna survey

An SDL study of millenials in US, UK, Germany, the Netherlands, Norway and Australia revealed:• 44% will provide their data to a company they trust• 35% in the UK are willing to provide more data to businesses if it means they

won’t have to waste time with irrelevant offers

However…

Although the majority of consumers have a favourable opinion of brands that are seen to be honest about online data collection, few can actually give a specific example of such a brand.

Toluna survey

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BRANDS ARE LISTENING

Channel 4 has been honest with their audience in terms of what they going to use the data for when you sign up to 4oD, including using it for advertisement targeting. Their point was that it will enable them to make more programmes that their customers will enjoy. The result? They actually had an increase in sign-ups.

http://www.theguardian.com/media/2013/oct/07/big-data-marketing-dream-or-dilemma

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HOWEVER, THE MAJORITY STILL HAVE CONCERNS

Almost three in five (60%) UK consumers reporting they are more worried about their online privacy than they used to be, a significant increase from 45% in 2012

Where from???

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AND WITH SOME JUSTIFICATION

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We can all use data

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We can all use data

Data aides creative thinking

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We can all use data

Data aides creative thinking

Data isn’t just about numbers

................................................................................................................................................THANKS FOR LISTENING