Data + Creativity = LFE (˶˘ ³˘( ⋆❛ہ ❛⋆ )!♡

Data Ninja: Kostas Kampakis

Managing Director, ForestView

Who Am I? (and why should you care)

Unicorn = Has Worked Some Magic.Many years working as a marketing executive for various brands across multiple industries.

Shooting Rainbows = Results!Working with dozens of great brands

since then. Making great things happen…

Pink Hair = Wind of Change.Switched sides from “client” to “agency”. Became director in a kickass, supercool,

cutting edge technology, performance focused, data driven, business savvy,

marketing agency: ForestView.

What Do I Know? (Indicative Client Experience)

I Do Data, You Do Data, We All Do Data

I do data all the time, OK? Ask anyone! I just left my data at home today, OK?

We Promised the World

"Half the money I spend on advertising is wasted; the trouble is I don't know which half.“

John Wanamaker, Industrialist

We Delivered… “Something”

“Frankly, your complexity should not be our problem, so we want you to make that complexity invisible.”

Marc Pritchard, P&G Chief Brand Officer

CPACPC CPL

CPM

CPV

eCPA

eCPC

eCPLeCPM eCPV

CTRCR

CTRCPI

eCPI

DCO

CRO

CDP

Affinity

Sentiment

DSA Frequency Cap

RTB

Recall

vCPM

Viewability

Do You Do Data?

Aim For Clarity and Simplify

Know Your Customers

Build Your Communication Along the ENTIRE Journey

Identify and Map the Consumer Journey

Telling a Story Through Conversation

Yesterday……all my troubles

seemed so far away…

…now it looks as though they're here to stay…

…oh, I believe…

Spiderman!

???

Data Driven Marketing Ecosystems

Data AnalyticsIdentify business opportunitiesOrchestrate marketing communicationsCreate measurable outcomes

Consumer ProfilingIdentify audience segmentsSpeak along customer journeyNurture long-term loyalty

BrandingDesign brand strategy and architectureDeliver dynamic, personal, branded stories & experiences

Market AnalysisUnderstand product / brand competitionQuantify business opportunityMap customer journey

MediaDeliver right message to the right audience at the right time and measure impactCreate a conversation, through multiple touchpoints

Business DevelopmentUnderstand audience needsDevelop & test new products / services

Specific, Measurable, Attainable, Realistic,

Timely BUSINESSObjectives

From Theory to Action

Operates mostly as a delivery business.

Makes no-nonsense, wholesome, simply delicious burgers.

Pioneer in the burger sector in Greece,

since 2003.10 restaurants in Athens.

Who’s Our Consumer?

Consumer Data

Sales Data

Market Data

Who, when, what, why “Simply Burgers”?

If not “Simply Burgers”, then who?

What’s the Business Case?

Direct Channels High Yield Potential Audience Segment

It’s Simply a Love Thing

Our Communication Ecosystem

Awareness Familiarity Consideration LoyaltyPurchase

Omnipresence = Omnimeasurement

Proximity to PurchaseBrand Affinity

CRM

Artificial Intelligence

Dynamic Creative Optimization

Tool-centric vs Consumer-centric

If you start with the tools, you end with:

• Short-term design.

• A/B testing blindly, until something sticks.• Measuring EVERYTHING.• Building data points as you go.• Getting lost.• Keep re-designing, based on new tools.• Data driven mayhem.

If you start with the consumer, you get:

• Long-term design.• A/B testing against goal.• Measuring what’s important.• Building data points within design.• Knowing your progress.• Optimizing based on performance.

• Data driven marketing with measurable, business outcomes.

Don’t get lost. Get help!

Thank You linkedin.com/in/kostaskampakis/

Data Ninja: Kostas Kampakis

Managing Director, ForestView

Illustrations courtesy of katyahavok.com