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Big data and creativity in marketing strategy

We dispel some of the myths surrounding big data and creativity.

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Big data and creativity in marketing strategy

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  1. Why we should all love data Why we should all love data

  2. It’s a hot topic

  3. What’s it got to do with me?

  4. It’s relevant to all of us

  5. Data is for geeks

  6. Data is for geeks Data restricts creative thinking

  7. Data is for geeks Data restricts creative thinking Data = numbers

  8. ?

  9. “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

  10. A day in the life of your data` 684,000 bits of content shared on Facebook 204 million emails 2 million Google searches 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)

  11. Be Careful what you click on

  12. 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

  13. X

  14. How are brands using this data?

  15. Utilising customer data isn’t a new thing

  16. 90% of the data in the world today has been created in the last two years alone IBM

  17. And that amount of data is only set to grow…

  18. Organisations are struggling to keep up 70% of marketers feel ill-equipped to handle “big data” challenges GfKand Guardian Media Network report 2013

  19. Organisations are struggling to keep up

  20. Brands are breaking new ground (in real time)

  21. THEY’RE TAILORING THEIR PRODUCT TO YOU Netflix asks you to rate shows/films so it can provide you with a personalised home screen of recommendations Graze released a custom box in response to customer feedback that showed they wanted more control over what goes into their box.

  22. THEY’RE CREATING EXPERIENCES THAT ARE AS UNIQUE AS YOU ARE Selfridges Beauty – Fragrance Lab

  23. THEY’RE MAKING THEIR CUSTOMERS FEEL SPECIAL

  24. THEY’RE ADDING VALUE IN UNEXPECTED WAYS

  25. THEY’RE CONNECTING PEOPLE WITH SHARED PASSIONS

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

  27. WHAT WOULD MAKE YOU GIVE UP YOUR DATA?

  28. To Increase knowledge

  29. To win a prize

  30. To be rewarded

  31. For a unique experience

  32. To pay for products… An auction site where you don’t bid your money, you bid the number of kilometres you’ve run

  33. …or food

  34. 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”

  35. What data are you willing to share?

  36. 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.

  37. And others are happy to share their time of the month These 3 US brands want to change the way you experience your period.

  38. 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. Tolunasurvey

  39. 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

  40. 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???

  41. And with some justification

  42. We can all use data

  43. We can all use data Data aides creative thinking

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