The Fluid Futurehow data and personalisation are transforming design

About Me & Us

• 17 years in digital marketing

• I’ve sold and bought ads; sold and consulted on SEO and sold and consulted on MVT and CRO

• Worked for start ups and PLCs

• Head of Conversion at Oban Digital

• Oban Digital- leading agency in global search and cultural conversion

In the beginning….there was old skool

We Had Simple Pleasures…

Advertising Was Scattergun

We Had Golden Rules

x

…And Creative Could Be “Too Good”

See-Saw of Power

Science

Art

Brand Managers and Marketers Were Top Dogs….

Static HTML Stalked The Earth

Web Dev Took Ages

2005 2006 2007 2008 2009

Build FlashWebsite

Website Is Done.Nothing To See Here

We Don’t SeemTo Be Getting Much Traffic

WhaddayaMean It Doesn’t

Work WithSearch Engines?

Rebuild HTMLSite, overseen

By SEO company

Recently…we entered digital “maturity”

We Became Streetwise

adturds.co.uk

CSS and Javascript

Behavioural Targeted Ads Were….OK, but….

The Web Analyst Emerged From The Cave

See-Saw of Power

Science

Art

Recent Web Dev Timeline

2010 2011 2012 2013 2014

MainlyDoing SocialMedia Stuff

Struggling tomeasure impact

of all the social media

Guest blogging,outreach, content creation,

taking out link spam

Buildingresponsive

site for tablet andmobile

Belatedlyconcentrating on

convertingthe visitors you

already have

So What’s Next?

Immersive….

…..Dynamic. Fluid. Immersive. “Big”.

What Big Data Actually Looks Like

Personalisation

Optimisation

Dynamic Advertising That Actually Works

• Programmatic

• Real time bidding

• Ad Roll and Re-targeting

• SeeWhy and email re-targeting

…..To Dynamic Creative

…..Personalised Landing Pages

Fully Dynamic Web Development

…On The Hoof Data

• Offline conversions/multichannel/omnichannel

• Attribution (last click/first click/models)

• Segments/buckets

The Age Of Buckets

Known Data Segments

• Demography: via log-in/registration

• Geographic: geo-IP and or GPS data

• Device: user agent detection e.g. iOS vs Android

• Log-Ins: e.g. presence of Facebook cookies

• Referrer: direct load, search engine, affiliate

• Repeat visitor: if cookie present

• Customer: if logged in/registered, integration with eCRM

Inferred Data

• Intent: via customer search term

• Gender: products researched, keystroke analysis

• Persona: match with similar customer behaviour

New Web Dev Timeline post 2015

Research

Analyse

Test

Review

Launch

See-Saw of Power

Science Art

Organisational Changes

Data Visualisation

…..And Finally, Testing. Lots of Testing.

Case Study Jersey Telecom

Case Study Jersey Telecom

+500%

Case Study Schuh

Case Study Schuh

+45%

Case Study Twinings

Case Study Twinings

+5%

Case Study Boots Singapore

-25%

Case Study Boots Singapore

But….

There is no such thing as bad data

Closing Thoughts

• Digital “marketing” is a journey enabled by technology and data

• The creative industries are arguably the last to succumb to the information revolution

• The quantities of data now being generated are really staggering

• Whole armies of data people will be required to process, analyse, visualise and lead

• We’re moving into the age of real time…..everything

• Successful business in the medium term will be dictated by your ability as an organisation to leverage your data

Thank You

• Email: joedoveton@obandigital.com

• +44 1273 936095

• LI: #joedoveton

• Twitter: #obandigital