using data to predict and shape consumer behavior with brian reich – cds global summit 2014
DESCRIPTION
There is no shortage of data in the world – but there is a lack of understanding about how to apply that data and make it valuable to our work. The big promise of 'smart data' is not about efficiency or optimization - rather, we have an opportunity to define and shape the behaviors of our target audiences and maximize our efforts to reach, engage and compel them to action. This CDS Global Summit keynote discusses: • 'Smart Data" – What types of data is available and how can it be used, with a focus on identifying new potential audiences, predicting or shaping behaviors and personalizing marketing. • Data culture and systems – How to apply big data to product development, marketing and operations, as well as the organizational capacity, flexibility and commitment that is required. • Results – The impact that utilizing 'smart data' is having on a variety of industries and how it can be applied to publishers, nonprofits and other organizations. Connect with Brian Reich on the web: Tumblr: http://brianreich.tumblr.com/ SlideShare: http://www.slideshare.net/BrianReich Twitter: @BrianReich LinkedIn: http://linkedin.com/in/brianreich About Brian Reich: Brian Reich is a strategist and writer for executive leaders at global brands, media companies, startups, nonprofits, political, and advocacy organizations. Brian is the author of two books: Shift & Reset: Strategies for Addressing Serious Issues in a Connected Society (Wiley, 2011) and Media Rules!: Mastering Today’s Technology to Connect with and Keep Your Audience (Wiley, 2007). He speaks regularly to corporations, associations, and universities around the world on the impact of media and technology on society and he has keynoted and moderated major conferences and events, including: SXSW interactive, Personal Democracy Forum, BlogWorld, National Conference on Volunteering and Service, NetImpact, NTEN, USA Today Philanthropy Forum, SRI in the Rockies, and the Americans for the Arts National Conference. Brian’s work has been published, and he has been quoted, in many publications, including the New York Times, Fast Company, Wired, AdAge, and the Chronicle of Philanthropy,. He has delivered analysis of digital and other trends on NPR, Fox News, and other networks in the U.S. and abroad. He has contributed as a Fast Company Expert, hosted his own podcast show, and has taught consumer behavior and marketing strategy at The George Washington University and Columbia University. Brian began his career in politics – working on dozens of candidate and issue campaigns around the country. He spent two years as briefing director to Vice President Gore in the White House and during the 2000 presidential campaign. He has also held senior roles at leading digital, PR, and public affairs agencies, including Edelman, Mindshare Interactive Campaigns, Cone Inc. and EchoDitto.TRANSCRIPT
USING DATA TO PREDICT & SHAPE CONSUMER BEHAVIOR.
Brian Reich CDS Global Summit - September 9, 2014
HOW DOES USING DATA HELP US
BUILD A BETTER, MORE EFFECTIVE COMPANY
AND CREATE DEEPER CONNECTIONS WITHCONSUMERS?
HOW SHOULD WE ORGANIZE AND MAKE SENSE OF ALL THE DATA?
SMART DATA
THE ANSWER:
7
PREDICTvs.OPTIMIZE
8
SHAPING BEHAVIORSvs.RESPONDING
TO SIGNALS
9
CUSTOMERS YOU KNOW MORE THAN
vs.CUSTOMERS YOU ALREADY
KNOW
SMARTER ORGANIZATIONS
13
BIG OPPORTUNITIES
MODEL FOR ALL YOUR EXISTING PRODUCTS
MODEL AUDIENCE GROUPS/TYPES
INFORM PARTNERSHIPBUILD COMMUNITY OF INFLUENCERSOPTIMIZE MARKETING
MODEL FOR NEW PRODUCTS
MODEL MARKETS
LOTS OF EXPERIMENTING AND LEARNING
THE CHALLENGE
COLLECT THE DATA ASK THE QUESTIONS BUILD THE MODELS !
DO IT TOGETHER
THE FIRST STEP
A RESEARCH PROJECT AND DISCUSSION
ABOUT WHY PEOPLE BUY MAGAZINES
AND WHAT WE NEED TO KNOW SO WE CAN BETTER INFLUENCE
WHEN AND HOW CONSUMERS ENGAGE WITH MEDIA.
LOTS OF QUESTIONS LOTS OF TESTING LOTS OF NEW IDEAS !
NO TIME TO WASTE
THE END.
ASK ME ANYTHING
Name: Brian Reich Email: [email protected] Twitter: @brianreich Phone: (646) 789-1323