The Big Leap: From Data To Insight By Doug Kessler

The Big Leap From data to insight

Doug Kessler Co-founder, Velocity @dougkessler

@DougKessler

Welcome to the biggest sandbox in the history of marketing.

@DougKessler

The Data Explosion

Web Analytics Marketing Automation

CRM

Engagement Channels Ecommerce Offline

Transactions

Surveys & Forms

Publishers & Partners

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Marketing data tech

Created by Scott Brinker @ChiefMarTec

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Marketing data tech


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Marketing data tech


Own, store & manage your own data.

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The Marketing Data Lake

The Marketing Data Lake

Franz Aman & Anish JariwalaISBN 978-0-9976012-0-6

Franz Aman & Anish Jariwala

How a new generation of marketing analytics (and a Big Data mindset) changes… absolutely everything.

Most marketers have never been able to answer the simplest questions about their activities. Questions like, “What’s working?” and “How much revenue have we created?”. But very few teams have been able to overcome the considerable obstacles to this kind of visibility and accountability. The Marketing Data Lake is about one team’s pioneering efforts to tackle this critical marketing challenge. It’s also about a powerful new idea for connecting the dots of marketing, integrating your most important data across your marketing applications and answering the simple questions that marketers have struggled with forever.

Franz Aman Anish Jariwala @ Informatica

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Data Warehouse

Data Lake

Data Types Structured Un- or Multi-structured

Database schema

Schema-on-write

Schema-on-read

Cost Expensive Low-cost

Agility Low High

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Data Lake

Analytics

Visualization

Personalization

Campaign Management

AdTech

Channels

Website Modeling

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Data is not an end in itself.

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Data is not an end in itself.

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Data is only useful if it helps us generate insight.

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Data is only useful if it helps us generate insight.

To guide strategy To shape action To inspire content

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Insight is a non-obvious understanding about your customers…”

Paul Laughlin, IoDM

“

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Data: People feed their pets twice a day

Kevin Davis, DDB

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Observation: They tend to feed them at breakfast and dinner

Kevin Davis, DDB

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Insight: People feel guilty about eating in front of their pets.

Kevin Davis, DDB

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“Ahi tuna on brown rice with carrots, tiger prawns, egg, garlic, and kale in ahi consommé”

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“Ahi tuna on brown rice with carrots, tiger prawns, egg, garlic, and kale in ahi consommé”

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Data Insight Content

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Leap 1 Leap 2

Data Insight Content

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Turning data into insight. Five approaches.

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1. Start with a single data point

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“Only 2% of women consider themselves beautiful.”

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Ads • Videos • Workshops • Sleepover Events • A Book A Play • Research Studies • A Touring Exhibition

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One insight.

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2% of women think they’re

beautiful

Data The $3 squillion beauty industry

is built on an unrealistic ideal

that makes women unhappy.

Insight Content

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2. Segment your customer base

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One moribund brand.

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One content explosion.

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“Dollop-able”

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Segmentation releases relevance.

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3. Make surprising connections

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Kids spend less than an hour a day outside.

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Weird connections between data sets can spark insights.

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4. Watch how data changes through the customer journey

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The Data-driven Mother’s Journey

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Gather data to help map content to journey stages.

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5. Think small

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• Start with a single data point. • Segment your customer base. • Make surprise connections. • Map insights to the customer journey. • Think small.

Thanks! Doug Kessler VelocityPartners.com @dougkessler

@DougKessler • #TFM16

The content


Kids are more frightened of

embarrassment than they are of death.

The insight The content


With insight Without insight


With insight Without insight


137,400,882 11,174 12,296


Insight multiplies your content marketing budget by 12,296 times.

– Science

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