IDM Creative Data Academy 2017 Session

CULTURAL, CREATIVE & COMMERCIAL USES OF DATA

© VERVE IQ LIMITED 2017 1

CREATIVE DATA ACADEMYPIPA UNSWORTH | 12 APRIL 2017

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AGENCIESWe work with digital, integrated and media agencies looking to create or upgrade their customer engagement and CRM capabilities.

BRANDSWe work with innovative brands looking to transform their business and modernise their CX/CRM strategy and data-driven marketing activities.

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STARTUPSWe work with pioneering, early-stage companies that are seeking to find their product-market fit, engage with their audience and scale their business.

VerveIQ is strategic growth consultancy that helps brands, agencies and startupsbuild meaningful propositions and valuable relationships that deliver sustainable growth.

© VERVE IQ LIMITED 2017

90 MINS...

WELCOME

Intros | Inspiration | Brief

WORKSHOP

Group Exercise | 3 Teams


WRAP UP

Idea Exchange

WELCOME INTRODUCTION, INSPIRATION & BRIEF


PASSION LED YOU HERE. WHERE WILL IT LEAD YOU NEXT?“Every day, we create 2.5 quintillion bytes of data - so much that 90% of the data in the world today has been created in the last two years alone.” [Source: IBM]

Data at this scale can transform but also overwhelm.

Companies are recognising the need for leaders that champion data across the businesses.

The Chief Data Officer is an emergent role that provides the leadership necessary to deliver data-driven growth and meaningful innovation.

The CDO has board-level responsibility and a broad remit orchestrating business, technical and operational capabilities around an overarching goal to drive value from data. Amongst many responsibilities, they:

⌵ Lead the charge in creating a data-driven culture

⌵ Champion the use of data to innovate and inspire creativity

⌵ Identify and communicate the commercial value of data

By 2019, 90% of companies will have a CDO. You’ll either work for one of them, or be one of them

HOW DO BIG BRANDS USE DATA?

Cultural

Break down silos [data strategy]

Change the status quo[transformation]

Widespread access

Creative

Inspire the creative process[segmentation]

Improve relevancy[dynamic content]

Test and learn vs gut feel

Commercial

Drive results from data[personalisation]

Shared objectives[KPI framework]

Support decision-making

HOW DOES A BIG BRAND LIKE SAMSUNG USE DATA TO SUPPORT A FLAGSHIP LAUNCH?

eStore Paid Search Paid Social 34 Countries

Web CRM Social Display

KPIs track performance across digital channels and markets:

TEASE

Registrations

UNPACKED LAUNCH POST-LAUNCH

Pre-Orders Sales NPS

KPIs track performance across campaign phases:

WORKSHOP GROUP EXERCISE3 TEAMS


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Tell me and I forget. Teach me and I remember. Involve me and I learn.Benjamin Franklin

THE BRIEF

CULTUREHow can data drive behaviour and help teams work better together?

CREATIVITYHow can data support a flagship launch?


COMMERCIALHow can data drive results and ROI?

Consider how data can drive culture, creativity and commercial results in a large, global brand.

Think about:

Cadence: who needs data and how often?

Access: who should have access to data?

Accountability: who owns the data and who’s responsible for sharing it?

Think about:

Innovation: how can data drive new ideas?

End-to-End Campaign: From Planning, to Execution & Review

Insights: Segmentation & Personalisation

Think about:Measurement Framework: What KPIs should we track throughout the campaign?

Performance: Channel vs Market metrics

Context: Using data to support decision making (benchmarks, targets, context)

GROUP 1: CULTURE

Think about:

⌵ Who needs data and how often do they need it?

⌵ How should they access and use data?

⌵ Who owns the data and who’s responsible for sharing it?

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Q. HOW CAN DATA DRIVE BEHAVIOUR AND HELP TEAMS WORK BETTER TOGETHER ?

GROUP 2: CREATIVITY

Think about:

⌵ How can data drive innovation and new ideas?

⌵ How can data support campaign planning, execution and review?

⌵ How can data drive customer insight, segmentation and personalisation?

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Q. HOW CAN DATA SUPPORT A FLAGSHIP LAUNCH ?

GROUP 3: COMMERCIAL RESULTS

Think about:

⌵ What KPIs should be tracked throughout the campaign?

⌵ What channel and market metrics are most useful?

⌵ How can data support decision making?

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Q. HOW CAN DATA DRIVE RESULTS AND ROI ?

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Not everything that can be counted counts. And not everything that counts can be counted.Albert Einstein

WRAP UP IDEAS EXCHANGETAKEAWAYS


IDEAS EXCHANGEGROUP 1:

CULTUREHow can data drive behaviour and help teams work better together?

GROUP 2:

CREATIVITYHow can data support a flagship launch?


GROUP 3:

COMMERCIALHow can data drive results and ROI?

How data can drive culture, creativity and commercial results in a large, global brand ?

EXAMPLE: KPI FRAMEWORK

TEASE

Registrations

UNPACKED LAUNCH POST-LAUNCH

Pre-Orders Sales NPS

Pre-order awareness Go live timings ATL Budget Support Experience

Drive to live stream Traffic & Conversion Sell Out Onboarding Experience

CRM Sends/OR/CTR CRM Sends/OR/CTR Account Registrations

Conversion rate Social Purchase Experience Loyalty App Usage

ConsistencyConsistency Consistency

EXAMPLE: DATA-DRIVEN CULTURES

#1 A data culture leverages an organisation’s two greatest assets; its people and its data.

#2 Humanise the data. People always want to know, “What does this mean for me?”

#3 Focus on data that supports decision-making and improving performance.

#4 Find quick wins and champions to get buy-in and demonstrate value.

#5 Visualisation goes a long way. So does automation.

#6 Be patient; culture change takes time.

Taken from presentation: www.slideshare.net/peepa/creating-a-data-culture

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STRATEGIC GROWTH CONSULTANCY

Data & Analytics

IDM Creative Data Academy 2017 Session