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From Obama Data Campaign to NSA Data Scandal, how Brands and marketers can learn about this #BigData Dilemna to avoid Data Backlash
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DATA DILEMMAFrom Data Driven Campaignto NSA Data Leaked Scandal
@domdelport
FROM «YES WE CAN» TO «YES WE SCAN»
+100 Data Scientist & Analytics Engineersex from Google, Twitter, Pixar, Quora, ...
The First Big Data Driven Marketing Campaign for a Presidential Election
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#1 Tracking First
The First Big Data Driven Marketing Campaign for a Presidential Election
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#2 Fundraising through Project NarwhalOFA raised 1 Billion $, hired 100 Scientists
The First Big Data Driven Marketing Campaign for a Presidential Election
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#3 Predictive Analytics for the 8 Swings States : PersuadabilityAlgorythmic Modelling : 66 000 elections / night
The First Big Data Driven Marketing Campaign for a Presidential Election
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#4 Targeted TV for the 8 Swings States 550 000 ads+ Data Fusion STB : Unconventional Programming
The First Big Data Driven Marketing Campaign for a Presidential Election
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#4 Targeted TV Unconventional Programming How to target a 25/35 woman in Miami- Florida ( 1st state for spendings )
The First Big Data Driven Marketing Campaign for a Presidential Election
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#5 Online & Social First for the last month : +100M$Facebook for Young Adults (Pick 6 friends) , Voting Day Blast
The First Big Data Driven Marketing Campaign for a Presidential Election
600 000 FB > 5M viral > 1M registration
# A Tweet for History ( 808 112 RT )
The First Big Data Driven Marketing Campaign for a Presidential Election
LEARNING 1BIG DATA REPRESENTS AN UNPRECEDENTED POTENTIAL TO BETTER UNDERSTAND CONSUMERS, MICRO-LISTEN TO THEM, CONNECT LINEAR AND SOCIAL DATA, TARGET THEM WITH GRANULARITY AT SCALE AND IMPROVE YOUR BUSINESS RESULTS THANKS TO PREDICTIVE MODELLING AND ACTIONABLE ANALYTICS.
NSA DATAFrom Data Driven Campaignto Data Leaked Scandal
NSA/ PRISM : The First Big Data Scandal
THE LEAK
NSA/ PRISM : The First Big Data Scandal
THE HOME
NSA/ PRISM : The First Big Data Scandal
THE WEAPON
NSA/ PRISM : The First Big Data Scandal
THE FAILURE
The US gave Edward Snowden’s middle
name James when it is Joseph, resulting in
Hong-Kong’s decision to let him fly to Russia
NSA/ PRISM : The First Big Data Scandal
54% : He was RIGHT to do itHe did a Good Thing
30% Disagreed in the US19% only among 18-34
53% : He was WRONG to leave the USand seek asylum in Russia
53%: He should be prosecuted for Leaking NSA files
THE POLL
ALL AMERICAN BIG PLAYERS INVOLVED BUT TWITTER
The First Big Data Scandal :
WHAT IS PRISM ?@emilandDC
The First Big Data Scandal :
@emilandDC
ALL AMERICAN BIG PLAYERS INVOLVED BUT TWITTER
The First Big Data Scandal :
A HUGE MICROLISTENING & TRACKING SYSTEM vs PATRIOT ACT
ALL AMERICAN BIG PLAYERS INVOLVED SINCE 2007 BUT TWITTER
The First Big Data Scandal : #Tracking
@emilandDC
The First Big Data Scandal
The First Big Data Scandal
The First Big Data Scandal
Better Person Centric Analysis94 entity types (email, IP..)124 relationship types(has father, travel with, employs..)
20 Billions datas /day available in 60mns
Enterprise Knowledge SystemBudget: 396M$
22
NSA/ PRISM : The First Big Data ScandalBig Data = Big Brother ?
NSA/ PRISM : The First Big Data Scandalraise International concern about Privacy,Internet Regulation, New Public Rights ...
NSA/ PRISM : The First Big Data Scandalraise International concern about Privacy,Internet Regulation, New Public Rights ...
LEARNING 2BIG DATA REPRESENTS AN UNPRECEDENTED THREAT TO PEOPLE PRIVACY AS EVERY DIGITAL FOOTPRINT ( SOCIAL DATA, PHONE CALLS, CONNECTED OBJECTS, GEO LOCATION...) WILL BE ACTIONABLE. GOVERNMENTS, ORGANISATIONS AND COMPANIES NEED TO BE INCREDIBLY CAUTIOUS HOW TO MANAGE THESE DATA ASSETS, HOW TO CONNECT THEM, HOW TO PROTECT SYSTEMS & PEOPLE INTIMACY ... THIS IS NOT 1984. WHAT KIND OF REGULATION ARE WE READY TO AFFORD WHEN WE WILL BE TRACKABLE 24/7 ?
WE DONT WANT TOMORROW TO HAVE A DATA DILEMNA : LIVE FREE vs GO ONLINE...
PEOPLE DATAWHAT DO YOU THINK ABOUTTHAT DATA DILEMNA ?
From Data Campaign to Data Scandal : Companies join the Conversation
Your Data is Already Big Business
From Data Campaign to Data Scandal : #1 . Its Not about Data, its all about People
From Data Campaign to Data Scandal : #1 . Its Not about Data, its all about People
From Data Campaign to Data Scandal : #1 . Its Not about Data, its all about People
13% of internet users report they have experienced trouble in a relationship between them and a family member or a friend because of something they posted.
1% say they have lost a job opportunity or educational opportunity because of something they posted online or someone posted about them online.
From Data Campaign to Data Scandal : #2 Generational Gaps for Data Privacy
From Data Campaign to Data Scandal : #3 . All Data is not Equally perceived as Personal Data
What’s in Your Heart is less Private than What’s in your Wallet
From Data Campaign to Data Scandal : #4 . All Data is not Equally Regulated and Protected by States
Most Legally Restricted : Argentina, Germany, Scandinavia ...
From Data Campaign to Data Scandal : #4 . Better Speed Up : Brands are not well perceived
Who Users try to avoid
55% of internet users have taken steps to hide from specific people ororganizations
TOP 3:Hackers,Criminals and ... Advertisers
From Data Campaign to Data Scandal : #5 . People are reacting
64% clear cookies, browser history
36% not used website because it asked for your real name
14% Encrypt their communications
From Data Campaign to Data Scandal : #6 . Key Initiatives : UK - « Reclaim my Name »
Key Initiatives for Tomorrow :US - Acxiom « About the Data.com »
From Data Campaign to Data Scandal : #6 . Key Initiatives : US - « AboutTheData.com »
From Data Campaign to Data Scandal : #6 . Key Initiatives : US - « End of Cookie and Google AdId »
Vivianne Redding EU Commissionner want to impose a new european right : « Right to be Forgotten » Same initiative in California (janv 2015) for teenagers
From Data Campaign to Data Scandal : #6 . Key Initiatives : EU - « Schengen for Data »
LEARNING 3THE ADVERTISING COMMUNITY IS UNDER SCRUTINITY. CONSUMERS START CHANGING THEIR ATTITUDES AND ONLINE BEHAVIORAL. WHEN 73% OF BRANDS COULD DISAPPEAR TOMORROW WITHOUT CONSUMER WORRY, THE DATA DEBATE IS A GREAT OPPORTUNITY TO BRING THE TRUST BACK AND BE MORE MEANINGFUL.BUT THE SPECTACULAR FAILURE OF #DONOTTRACK IS NOT A GOOD SIGNTO AVOID UNILATERAL RESTRICTIONS FROM GOVERNMENTS (THAT WONT AVOID NSA-LIKE SCANDAL), WE NEED TO PROMOTE ACTIVE SELF-REGULATION AND TO MULTIPLY INITIATIVES. EVERY COMPANY SHOULD HAVE DATA PRIVACY GUIDELINES.
DATA vs CONTENTA new Trade-off for Engaging People
Data vs Content : Content start ConversationsHow Entertainment Industry reinvent the Trade-Off
Data vs Content : Content start ConversationsHow Entertainment Industry reinvent the Trade-Off
800 Data Scientists / 75% viewing time related to Algorythm+20% market share when OTT + STB
User
Give me something
valuable
BrandBuy my
product,Subscribe to
my service
Trade - Off
Data vs Content : How Entertainment Industry reinvent the Trade-Off
User
Entertain me,Inform me,
Reward me...
BrandEngage with
my BrandAllow me to be more relevant
Data vs Content : How Entertainment Industry reinvent the Trade-Off
Consumer service
Rich content or services
Engagement/user data
User
Easy to identifymyself and share
with my peers
Brand
CrossplatformExperience
Data Mining
Data vs Content : How Entertainment Industry reinvent the Trade-Off
Consumer service
Rich content or services
Engagement/user data
Connect
Data vs Content : the Engagement Trade-Off
1
3
24
Create a Multi Brand Platform
Help PeopleConnect
with Brands
Make People DataActionable
Action DataFor People
Engagement
Data vs Content : the Engagement Trade-Off
HAVAS MEDIA & MFG LABS
Data vs Content : the Engagement Trade-Off
1
3
24
Create a Multi Brand Platform
Help PeopleConnect
with Brands
Make People DataActionable
Action DataFor People
Engagement
Data vs Content : the Engagement Trade-Off
Social Brand Platform:My Warner
Data vs Content : the Engagement Trade-Off
Social Brand Platform: My Warner
200 000 members My Warner Base20M My Warner Friends Free Media
3Billions Social InteractionsBrand Equity Tracking +XX%
Optimization on Media Buyingx6 Conversion Ratio on sales ( Amazon)
My Warner Day : 3000 fans + Hangover 3
≤≤≤≤
Incremental Brand reach
My WarnerFriends
My Warnerbase
Direct Commerce Media Performance
Data vs Content : the Engagement Trade-Off
LEARNING 4A NEW ERA FOR MARKETING: THANKS TO SOCIAL DATA, WE CAN JUMP FROM CUSTOMER SEGMENTS TO MARKETING TO INDIVIDUALS AND INVENT «CUSTOMIZATION AT SCALE» . BUT IT’s ONLY THROUGH A NEW DEAL THAT WE CAN BUILD MEANINGFUL CONNECTIONS. RELEVANCY IS KEY.
WE THINK THAT CONTENT IS A PERFECT VEHICLE FOR THAT NEW ENGAGEMENT DEALBY CREATING A VIRTUOUS LOOP BETWEEN CONTENT-DRIVEN SERVICE ( aka APi), CROSS-DATA MINING AND REAL-TIME ACTIVATION, WE CAN LEVERAGE SUSTAINABLE RELATIONSHIPS...BRANDS NEED TO BECOME SUPERPUBLISHER AND TO BEHAVE LIKE TECH COMPANIES
DATA TAKE AWAYSLearnings for Brands & Marketers
DATA TAKE AWAYS
Being Better ListenersData Drives New QuestionsData at the Core : No Siloes, Data Audit POE You need a Data-Driven #EcosystemBe Agile : Focus on Action vs CollectionBe Fair, Be Transparent or be Ready ...
DATA TAKE AWAYS
Latam Leadership : Havas Média Group n°1Data Backbone ( artemis since 2001 )Fully integrated data+content-Driven OrganisationWorld Class Mathematicians « mfg labs »to accelerate Programmatic Marketing ( affiperf )Nov 2013 : Meaningful Data Manifesto
MY DATA :DOMINIQUE DELPORTGLOBAL MD HAVAS MEDIA
@DOMDELPORT T:+33672340235
MAIL :DOMINIQUE.DELPORT@HAVASMEDIA.COM
@domdelport #FOMLA13
THANK YOU
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