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Big data and creativity in marketing strategy - PowerPoint PPT Presentation


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

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Presentation Transcript
Big data and creativity in marketing strategy

Why we should all love data

Why we should all love data






Big data and creativity in marketing strategy

Data is for geeks

Data restricts creative thinking


Big data and creativity in marketing strategy

Data is for geeks

Data restricts creative thinking

Data = numbers


Big data and creativity in marketing strategy

?


Big data and creativity in marketing strategy

“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


A day in the life of your data
A day in the life of 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.”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)


Be careful what you click on
Be Careful what you click on 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.”


Your data can even give away your hair colour
Your data can even give away your hair colour 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.”

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


Big data and creativity in marketing strategy

X 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.”


Big data and creativity in marketing strategy

How are brands using this data? 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.”


Utilising customer data isn t a new thing
Utilising customer data isn’t a new thing 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.”




Organisations are struggling to keep up
Organisations are struggling to keep up last two years alone

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

GfKand Guardian Media Network report 2013




They re tailoring their product to you
THEY’RE TAILORING THEIR PRODUCT TO YOU last two years alone

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.


They re creating experiences that are as unique as you are
THEY’RE CREATING EXPERIENCES THAT ARE AS UNIQUE AS YOU ARE last two years alone

Selfridges Beauty – Fragrance Lab







To increase knowledge
To Increase knowledge last two years alone


To win a prize
To win a prize last two years alone


To be rewarded
To be rewarded last two years alone


For a unique experience
For a unique experience last two years alone


To pay for products
To pay for products… last two years alone

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


Or food
…or food last two years alone


What data are people willing to share
What data are people willing to share? last two years alone

  • % 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”



An inside leg measurement is fine for some
An inside leg measurement is fine for some… last two years alone

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.


And others are happy to share their time of the month
And others are happy to share their time of the month last two years alone

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


It s important people know what they re giving their data for
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


Brands are listening
Brands are listening data for

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


However the majority still have concerns
However, the majority still have concerns data for

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???




Big data and creativity in marketing strategy

We can all use data data for

Data aides creative thinking


Big data and creativity in marketing strategy

We can all use data data for

Data aides creative thinking

Data isn’t just about numbers