Story telling with data from digital bootcamp

STORYTELLINGWITH DATAMarch 21, 2014

Wednesday, March 26, 14

College of

media

Hello 1:45 - 2:00The Data You Will Use 2:00 - 2:15

- A Shift To Digital- The Basics Of Digital Analytics- Collecting Impactful Data

The Stories You Will Tell 2:15 - 2:30- Marketers’ Motivations- Where It All Begins: The Consumer- Other Valuable Stories Data Can Be Used To Tell

The Methods You Will Use 2:30 - 2:45- Creating Arresting Visuals- Connecting Numbers To Emotion- A Word Of Caution

Wrap-up and Review 2:45 - 3:00


College of

media

+

Picture yourselfsomewhere right

about here.


College of

media

The Data YouWill Find

The Stories YouWill Tell

The Methods You Will Use


College of

media

The Data You Will Find


College of

media

Geeks | Devices | Observations


College of

media”

“Over the next few years Geeks in Marketing will become one of the most disruptive force [sic] in a discipline that traditionally was driven by big creative personalities.Michael Fassnacht, President Draftfcb ChicagoFebruary 2006


College of

media

According to Procter & Gamble, shoppers make up their minds about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) the “First Moment of Truth," and it's considered the most important marketing opportunity for a brand.

— Wall Street Journal, 2005 College of

mediaWednesday, March 26, 14

College of

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First Moment of

Truth

Second Moment of

Truth

Stimulus

At shelf In-store

Experience

Source: Proctor & Gamble, 2005

The 3-step model of marketing


College of

media

2005

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2013

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media

First Moment of

Truth

Second Moment of

Truth

Stimulus

Pre-shopping | In-store | In-home

At shelf In-store

Experience

Source: Google


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media

ZMOT in action is messy

Source: Google


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”“Web analytics is the assessment

of a variety of data...to help create a generalized understanding of the visitor experience online.Eric Peterson, “Web Analytics Demystified” (2004)


College of

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Web analytics challenges remain real

Source: Aberdeen Group, 2013

Managing and integrating data

Ensuring data quality

Staffing and management cimmitment

Communicating and interpreting results 38%

42%

50%

54%


College of

media

Web analytics data come from a variety of sources

• Web traffic data• Web server performance data• Web transactional data• Usability studies• User submitted information and related sources

Source: Eric Peterson, “Web Analytics Demystified” (2004)


College of

media

The pyramid model of web analytics data

Uniquely Identified Visitors

Unique Visitors

Visits

Page Views

Hits

Volume of Available Data

Increa

sing V

alue o

f Data



College of

media

The pyramid model of web analytics data


Uniquely Identified Visitors

Unique Visitors

Visits

Page Views

Hits

Volume of Available Data

Increa

sing V

alue o

f Data

User submitted information and related sources Usability studies

Web transactional data

Web server performance dataWeb traffic data


College of

mediaArcheologyInterviews ExercisesSource: Draftfcb

Qualitative data can reveal stunning human insights

MAIN ST

STATE ST


College of

media

MISS versus MADEMOISELLE

28 In a relationship Works full time

Social Outdoors

AMERICAN


Social Outdoors

FRENCH Source: Draftfcb


College of

media



Social Outdoors

AMERICAN


Social Outdoors

FRENCH Source: Draftfcb


College of

media


Busy Creative

Straightforward Trustworthy

Artistic Smart

Successful Independent

Optimistic Stressed

Sophisticated Calm Happy

Social Balanced

Adventurous Likeable Sincere

Relaxed Content

Healthy

Source: Draftfcb


College of

media

The Stories You Will Tell


College of

media

Reasons | Frameworks | Insights


College of

media

Marketers’ motivations behind web analytics are clear

Source: Aberdeen Group, 2013

Improve targeting

Align with sales goals

Gain insights into campaign effectiveness

Identify cross- / up-sell opportunities

Optimize marketing activities 22%

22%

39%

43%

52%


College of

media

Brands use data primarily to target consumers

>"Demographic Female, 25-45

>"Interest Female, 25-45 Loves espresso

>"Intent Female, 25-45 Loves espresso Visited home espresso sites

Remarketing Female, 25-45 Loves espresso Visited home espresso sites Bought from Nespresso.com

Source: Google

Demo Interest Intent RemarketingRemarketingFemale, 25-45Loves espressoVisited espresso siteBought from Nespresso.com

IntentFemale, 25-45Loves espressoVisited espresso site

InterestFemale, 25-45Loves espresso

DemoFemale, 25-45


College of

mediaSource: C.P. Russell, 1921


College of

mediaSource: McKinsey & Company


College of

media

What createsthe need?

Source: McKinsey & Company


College of

media

Which brands are

top of mind?



College of

media

What criteria are used to

drive choice?



College of

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What brand wins at shelf?



College of

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Does the product live up to expectations?



College of

media

What does the brand say about the consumer?



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?Wednesday, March 26, 14

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Digital data can be utilized in many other valuable ways

“Multivariate & A/B Testing”: Trying two (or more) creative executions and monitoring response

“Site Optimization”: Tracking site flow and information architecture to improve the consumer experience

“Media Optimization”: Determining what media works and what does not

“Attribution Modeling”: Collecting all interactions for all channels and determining relative impact

Source: iCrossing


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College of

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See it | Feel it | Own it


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media

Why is this so beautiful?

• Simple• Invitingly interactive• Interesting• Full of insights, not numbers• “Trustworthy”


College of

media

Patterns. Our brains are very good at finding them.

Source: Adapted from Werzowa, Johnson, Lanahan and ShillumWednesday, March 26, 14

College of

media

It detects differences.


College of

media

It detects differences.


College of

media

Rseaerch aslo icntidaes taht the oerdr of the ltteers in a wrod dnsoe’t relaly mettar. Waht relaly mtteras is the frist and lsat leettr in the wrod. If tehy are in the rhgit palce, you can raed the wdors.


College of

media

Even genius repeated is monotonous.


College of

media

56 bars45 repeats of the same motive4 exact repeats14 similar notes with the exact rhythm27 exact rhythm.


College of

media”

“[T]he best and most beautiful things in the world cannot be seen nor even touched, but just felt in the heart.Anne Sullivan (June 1891)


College of

media

50%of the Great Barrier Reef has disappeared in the last 30 yearsAustralian Institute of Marine Sciences


College of

media

3,500languages spoken today will not exist in the next centuryCambridge University


College of

media

780million peopledo not have access to clean drinking water todayUnited Nations


College of

media

FACT:

The US consumes 7,117,500,000 barrels of crude oil annually.


College of

media

FACT:

The US consumes 7,117,500,000 barrels of crude oil annually.

REALITY:

‘Millions and billions’ are a foreign language to most people.


College of

media

Put it in a unit people understand.1

Use a familiar comparison.2

Phrase it terms of the everyday.3

Find the morale dimension. 4

Make it personal.5


College of

media

Americans use enough oil each day to make

36 billionplastic water bottles.

Put it in a unit people understand:


College of

media

Each day, Americans use enough oil for

39trips to the sun and back.

Use a familiar comparison (like distance):


College of

media

In2minutes, America goes through a million gallons of oil.

Use a familiar comparison (or time):


College of

media

Americans use

48times more oil than water every day.

Phrase it in terms of the everyday:


College of

media

In just4decades the world’s finite oil supply will be gone forever.

Find the moral dimension:


College of

media

In a year, a typical American family uses

SEVENTYbarrels of oil.

Make it personal:


College of

media

Put it in a unit people understand.1

Use a familiar comparison.2

Phrase it terms of the everyday.3

Find the morale dimension. 4

Make it personal.5


College of

mediaSource: Friendster, Draftfcb analysis


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media

SHARE OF LOVE VIS À VIS

PEERS

High

Low

High Low SHARE OF EMOTION VIS À VIS PEERS

Quad II: �Buddies� Low Relevance, High Adoration

Quad I: �Crushes� High Relevance, High Adoration

Quad III: �Outcasts�� Low Relevance, Low Adoration

Quad IV: �Villains� High Relevance, Low Adoration


College of

mediaRELEVANCE

Anger (25%)

Love (12%)

Sorrow (25%)

Hope (16%)

Joy (10%)

Fear (12%)

POWER

0.9

1.3 1.0

0.8 0.9

4.8

Source: Draftfcb analysis


College of

mediaRELEVANCE

Anger (8%)

Love (33%)

Sorrow (13%)

Hope (27%)

Joy (13%)

Fear (6%)

POWER

1.1

1.8

4.8

0.2

1.3 1.4

Source: Draftfcb analysis


College of

media

When sampling, bias must be avoided

Questionnaire Bias: Question or questionnaire that encourages respondents to answer one way rather than another

Sampling Bias: Sample is collected in such a way that some members of the intended population are less likely to be included than others

Interpretation Bias: Tendency to interpret ambiguous situations in a positive or negative fashion

Source: MediLexicon.com; Timothy R. Graeff, 2005. "Response Bias," Encyclopedia of Social Measurement”; Huppert, et. al. Cognitive Therapy and Research October 2003, “Interpretation Bias in Social Anxiety: A Dimensional Perspective”


http://rd.springer.com/journal/10608




College of

mediaSource: YouTube, 7/15/13College of


College of

mediaSource: YouTube, 7/15/13College of


College of

mediaSource: Google analysisCollege of


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media

Feeling blended?


College of

media

The Data YouWill Find

The Stories YouWill Tell



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Story telling with data from digital bootcamp