Designer data:Uncover hidden trends to help grow your business
Katrina ReadAnalytics Client Architect Leader
IBM Asia PacificTweets @katsinsight. Authors katsinsight.com.
The Melbourne Spring Fashion Week Story
Hallmark consumer fashion event in Australia, presented by City of Melbourne.VISION: MSFW is uniquely Melbourne event that enhances Melbourne’s global reputation as an innovative fashion and retail destination.MISSION: MSFW supports and fosters Melbourne’s fashion and retail industry through its commitment to developing excellence in event programming and communications that will drive economic and social legacies.Celebrating Industry, Students, Established designers, Independent designers, Luxury brands, Boutique stores, Retail brands and Shopping precincts.
15 Runways 143 Designers 74 Events 100,000+ Attendees
Connecting with customers across their #MSFW event journey
CUSTOMER CONNECTION
Enhance on-site experience & strengthen customer-event connections
CUSTOMISATION & PERSONALISATION
Develop & nurture personal relationships.Increase relevance for customers
DATA & REAL-TIME INSIGHTS
Better understand customers & capitaliseon real-time trends
COMMUNITY & CONTENT
Strengthen reputation, increase reach & build brand awareness
MSFW + IBM Partnership
Our goals for 2015
1. Get social influencers and audiences to the event.
2. Make sure they had the best experience possible.
3. Help retailers and designers get started with analytics to better understand their customers.
1. Get social influencers and audiences to the event.
IBM worked with the City of Melbourne to:
§ Identify and profile their top 10 influencers from 2014 & top 50 influencers from 4 other comparable events. Solution: Social Media Analytics + Watson Personality Insights
§ Improve effectiveness of their Facebook and email marketing campaign to increase attendees to the event & engagement with retailers. Solution: IBM Marketing Cloud + Facebook
MSFW Audience Profile
- 14-34 years of age, both male and female
- Lives primarily in the inner North and South East
- Avid style and trendsetter- Seeks aspirational brands- Influential amongst peers and the fashion
landscape- Digitally savvy- Attends fashion events for the fashion but
also to be a part of a unique experience
NET DRIVERS OF ATTENDING:- See new season fashion and trends- Enjoy the experience and
atmosphere- Support Melbourne’s fashion
industry- Discover new and emerging
designers- An industry connection- See a particular designer/collection- Be seen at MSFW
Equates to a target audience population of 1,027,000
CoM Data Lifestyle Data IBM Social Media Analytics
IBM Watson Profiling
Social media draws them in and acts as a gateway to the Internet
78% would rather spend money on an experience than a thing
Runways Made With Data
11% conversion
2Create custom FB audience
3Create lookalikeaudiences
4Serve targetedFB advertising
1Identify engagedMr audience
Identified the top MSFW 2014 influencersAnd the top 50 influencers from similar events
Social Media Dashboard
IBM Social Media Analytics
IBM Watson Personality Insights
http://watson-pi-demo.mybluemix.net
2. Make sure they had the best experience possible.
IBM worked with the City of Melbourne to:
§ Better understand the client journey to identify opportunities to maximise customer experience.Solution: IBM Design Thinking
§ Create an Events Dashboard to understand and engage the Melbourne community during MSFW, improving engagement & awareness of the events & offers. Solution: IBM Design Thinking + IBM Bluemix
IBM Bluemix
http://bluemix.net
3. Help retailers and designers get started with analytics.
IBM worked with the City of Melbourne and Creative Victoria to:
§ Provide access to subject matter experts to help retailers, designers and students understand how they can tap into the data and tools they have available to them to get to know their customers better and meet their growth objectives.
Designer data: The workshop
The workshop focused on how retailers can leverage data and insight to:1. Quickly & easily understand their business to predict and act with speed. Identify what makes a customer progress from design to purchase, what the next best offer is, and how weather impacts sales.Solution: Watson Analytics + DashDB on Bluemix+ SPSS + The Weather Co.
2. Understand customer sentiment & behaviour, emerging trends & future growth markets.Solution:Watson Analytics + Twitter + Social Media Analytics
IBM Watson Analytics
http://watsonanalytics.com
What can we learn from MSFW
• Start with the customer journey.
• Social media analytics can be used to engage, amplify and improve the customer experience.
• It doesn’t take much to get started.
Get more info: www.ibm.com/au/msfw
Michelle ZamoraAnalytics Marketing Executive
A/NZ @michelleczamora
Katrina Read AP Client Architect Executive
IBM Analytics@katsinsight
Kurt SolarteDirectorIBM Studios@kurtsolarte
Ian WongPartner IBM Interactive Experience@iepwong_ibm
Peter Valente Technical LeaderA/NZ Commerce