be an engaging storyteller, not a big data buzzz killer
TRANSCRIPT
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
Be an Engaging Storyteller
NOT aBIG DATA BUZZ Killer
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
Now, let’s tell an engaging story
about Data…
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
Big Data Big Data by itself is just
data with no obvious story
We don’t just need analysts, we need DATA STORYTELLERS
If you are a marketer that says “I am not good with numbers…” THINK AGAIN!
Let me be be your hero and wow you with all my
BIG DATA!101010101010101010110010101010101010101001010101010010101010101010101010
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
Some Tips on Marketing Analytics – Building an honest story… Ask questions, ask frequently
(get continual feedback) Don’t prejudge data as important
or unimportant – collect and observe
Keep asking questions all of the time, and find ways to check your work
Its ok for your data to be off as long as it is systematically off and you can figure out why
Don’t settle for easy associations Seek to prove yourself wrong
Seek to prove yourself WRONG
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
Snapshot Data Need context or they are useless Never make strategic decisions
based on one data point If you can’t tell a story, you don’t
have enough data Info-graphics and charts are all
the rage BUT be careful to represent the data clearly and correctly
Customers have long memories for things that really matter…
I can’t believe it! Can it be true? My company is crumbling! My
life is over!
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
Me SMASH CONTEXT AND Me
KILL DATA!
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
Data Villains
I Love it when you get it wrong!
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
Data Villains Two-Faced and just plain WRONG!
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
Tell the Story Data is NOT the story, it’s a CHARACTER in the story! Fit your story into an “elevator pitch” Know your audience Always have your data to back it up, but keep your story
simple. You don’t have to be stiff and boring… Data should assist in making intelligent marketing decisions,
not confuse people
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
Every Day (and Constant) Marketing Data
Ratings for Media Frequency of Message Web Impressions and Click
Through Rates Demographics Campaign Analytics Targeted Industry Data Social Media Analytics Return on Investment (more than
a buzz word!) Market Analysis
Geographic Market Economic Landscape
So, after this I need to analyze the data for the marketing plan, build a market analysis for the
healthcare industry, and pull the web stats for the
bank…
#UTKBASBigDataStorytelling@JulesMo@TheBombDigg
The End…(Now go tell a good story…)
Jules Morris865.805.8345
[email protected]@JulesMo
@TheBombDigg