BIG DATA BETTER EXPERIENCES

IAN JAMES, CHIEF DIGITAL OFFICER EMEA JIM KITE, STRATEGIC DEVELOPMENT DIRECTOR EMEA

IRREVERSIBLE GROWTH IN NEW TECHNOLOGIES AND BEHAVIOUR

INTERNET

+50% last 5 years

PC

~3 Billion by 2015

MOBILE

Surpass Desktop Internet access by

2015

SEARCH

+600% in past 5 years

VIDEO

57% average reach on You

Tube

3 KEY TECHNOLOGY LED CONSUMER TRENDS

MOBILITY AND SOCIAL

SCREENS DISCOVERY

THE MAJORITY OF INTERNET TRAFFIC IS NOW NON-PC

CONSUMER

THE CONSUMER – TOGGLING ACROSS PAID, OWNED & EARNED SPECTRUM

3 YEARS AGO, SMG MADE A SHIFT

BUYING STATIC THINGS

From

MEDIA PLANNING

DESIGNING DYNAMIC, IMMERSIVE HUMAN EXPERIENCES

To

EXPERIENCE DESIGN

EXPERIENCES MATTER; THEY ENHANCE LIVES, BUILD BRANDS AND

BUSINESSES

THE 4 C’S HELP US DESIGN SCALED EXPERIENCES FOR THE COLLECTIVE

EXTEND AND

SHARE YOUR

BRAND STORY

JOIN, BUILD AND

NURTURE

PEOPLE’S

COMMUNITIES

CREATE A VALUE

EXCHANGE WITH

MY CONSUMER

BEYOND THE

PRODUCT

START, FOSTER OR

DEVELOP

CONVERSATIONS

BETWEEN PEOPLE

AND WITH MY

BRAND

OUR EXPERIENCES ARE DELIVERED TO THE INDIVIDUAL THROUGH 3 LENSES

MAKE YOUR CONTENT

INHERENTLY SOCIAL –

PORTABLE AND

SHAREABLE

LOCATION RELEVANT,

CONTAGIOUS AND

IMMEDIATELY

SHAREABLE

LEVERAGE THE

POWER OF

ADDRESSABILITY

MOBILITY

WHAT EXPERIENCE DESIGN

LOOKS LIKE

Coke – Polar Bears

Olay – Eyes of Arabia

EXPERIENCE = IDEAS + DATA

THE DIGITAL DATA FINGERPRINT GIVES US THE ABILITY TO CREATE, OBSERVE AND MEASURE HUMAN EXPERIENCES http://bit.ly/5xJeTF

THE START OF A SHIFT

LINEAR CONNECTIONS BETWEEN PAID MEDIA

AND SALES

IDENTIFYING AND MANAGING ALL BRAND

INTERACTIONS AND BUSINESS PERFORMANCE

FROM TO

RECOGNIZING SOME DATA IS FASTER THAN OTHERS

BRAND SALES

CONSUMER ATTITUDES

TV/OOH INVESTMENT

SOCIAL INTERACTIONS

ONLINE PLACEMENT

CONTENT VIEWS

TIME

A NEW AGENCY BREED

DBA / DEVELOPER

WEB DEVELOPER

DIGITAL / BI ANALYST STATISTICIAN

DATA SCIENCE IS A TEAM GAME

TECHNOLOGY AS A DATA FLOW ENABLER

TRAFFIC, EXECUTE

TRACKING

PLANNING

PROCESS, REPORT DATA

ANALYSIS, INSIGHTS

OPTIMIZE

DATA IMPLEMENTATION STRATEGY

STOR

AGE N

EEDS

Log file (private server, cloud)

Not big data

Big-ish data Big data ...

DATA REQUIREMENTS

Multiple connected systems (server farm, cloud)

?

Summary (private server)

TIME

UNLOCKING BIG DATA • Launch of Z10 and Q10 in Q2 2013 • Matching Blackberry database with worlds largest global digital database • Facebook’s Custom Audiences helped scale look-alike prospects from 3.9 million to 21.6 million • By identifying exact Blackberry users on Facebook we were able to serve highly personalized messages to

encourage upgrading and the return past owners back to the Blackberry platform • No mass media - just social engagement with most receptive audiences based on fan, interests, purchaser

profiles etc.

RESULTS: • 30,000 devices sold

• 20% of which directly attributed to Facebook paid advertising

DATA IS INTEGRAL TO EXPERIENCE MARKETING MEASUREMENT

LINEAR MMM (ANNUAL)

MMM 2.0 (INDUSTRY STANDARD)

ATL TV

Print OOH Digital

BTL Instore Trade

Better understanding of consumer pathway through search and website

Measurement of activities Historically informed paid media planning

ATL TV

Print OOH Display Search

OWNED Website

BTL Instore Trade

Traditional Media / In-store shopping Digital Media / E-commerce

THE MEASUREMENT LANDSCAPE EVOLUTION

CONVERGENCE ANALYTICS

THERE IS NO SHORTAGE OF DATA FROM MANY PAID, OWNED AND EARNED SOURCES

OWNED MEDIA VARIABLE SOURCE

Facebook views Community Manager or Agency

Brand site Traffic (including Mobile site) Brand Digital Agency

Organic Search Clicks Search system

Mobile App Downloads Mobile system

EARNED MEDIA VARIABLE SOURCE

Search Impressions Google, Hitwise

Earned Media Impressions Sysomos, Google Trends

Boards, Micro-blogs, Videos/Images, Blogs, Blog Comments, Groups Buzz tracking

PAID MEDIA VARIABLE SOURCE

TV Impacts DDS

Online Impressions Online Ad server

Paid Search Click Search bid management system

Print Impressions Print systems

Mobile Online Impressions Mobile system

Facebook banner impressions Facebook Account Team

INTRODUCE

ASSIST

CONVERT

$$

PIZZA HUT UTILISE A MIX OF MOBILE, SOCIAL AND TRADITIONAL MEDIA

POE OPTIMISATION IGNITES QSR’S SALES

20% INCREASE IN CONVERSION AND A 43% DECREASE IN COST PER GUEST CHECK

WHERE DOES DATA TAKE US TO NEXT?

THE FUTURE IS AGILE

#1 Twitter Number one trending topic

on Twitter – 48 hrs.

10:30PM Sunday Juan Montoya’s car crashes on National TV and Tide Powder is used to clean it up

7:30AM Tide Always On team begins planning response

Sunday Night People begin tweeting, posting and sharing pictures

8:00 AM Action plan, campaign is born

9:45 AM Rights to photo are secured from Getty Images

1PM Tide response is live on Facebook, Twitter, iMedia, Search

10AM Claims approved by legal

10AM - SAT USA Today breaks story of

Tide Nascar spot

2:30 - SAT RACE BEGINS

3:35 - SAT Spot Airs

$8MM In paid media value

in a week

THANK YOU FOR YOUR

ATTENTION