BIG DATA FOR BRANDS & MEDIA OWNERS FROM BIG CAMPAIGNS TO DATA-DRIVEN INTEGRATED DIGITAL MARKETING

CONTENT

TRENDS & TECH SHAKING UP ALL INDUSTRIES

BARRIERS & BENEFITS OF BIG DATA

DATA-DRIVEN BRANDS & MEDIA

STEPS TO DATA HEAVEN

SUMMARY

OUTRO

CONTENT

TRENDS & TECH SHAKING UP ALL INDUSTRIES

BARRIERS & BENEFITS OF BIG DATA

DATA-DRIVEN BRANDS & MEDIA

STEPS TO DATA HEAVEN

SUMMARY

OUTRO

WELCOME TO THE DIGITAL WORLD

IN WHICH TRADITIONAL CORPORATESNOW ALL HAVE TO COMPETE WITH

INNOVATIVE, AGILE, DATA-DRIVEN, NEW TECH FIRMS WITHOUT LEGACY…

MOST VALUABLE RETAILER ON THE PLANET HAS NO INVENTORY MOST VALUABLE RETAILER ON THE PLANET HAS NO INVENTORY

WORLD’S MOST POPULAR MEDIA OWNER CREATES NO CONTENT WORLD’S MOST POPULAR MEDIA OWNER CREATES NO CONTENT

WORLD’S LARGEST TAXI COMPANY HAS NO VEHICLESWORLD’S LARGEST TAXI COMPANY HAS NO VEHICLES

WORLD’S LARGEST HOUSE PROVIDER OWNS NO REAL ESTATE WORLD’S LARGEST HOUSE PROVIDER OWNS NO REAL ESTATE

WELCOME TO THE DIGITAL WORLD

IN WHICH WE MUST COIN THE BUSINESS OPPORTUNITIES OF THE 21ST CENTURY

MEDIA OWNERS MASQUERADED AS TECHNOLOGY COMPANIESMEDIA OWNERS MASQUERADED AS TECHNOLOGY COMPANIES

WE HAVE MORE FANS & FOLLOWERS THAN YOU… WE HAVE MORE FANS & FOLLOWERS THAN YOU…

SCREENAGERS: DIGITAL NARCISSISM, SOCIAL STATUS & SELFIES SCREENAGERS: DIGITAL NARCISSISM, SOCIAL STATUS & SELFIES

ALIBABA: PAY WITH A SELFIE TECHNOLOGY TO FUEL ALIBABA: PAY WITH A SELFIE TECHNOLOGY TO FUEL ECOMMERCE. ECOMMERCE.

$9.3 BILLION!!! ALIBABA SALES ON SINGLES DAY $9.3 BILLION!!! ALIBABA SALES ON SINGLES DAY 2014!2014!

WEARABLE TECH: NOW LOOKING FOR KILLER APPS. WEARABLE TECH: NOW LOOKING FOR KILLER APPS.

BRANDS ARE GOING BEYOND THE SMARTPHONEBRANDS ARE GOING BEYOND THE SMARTPHONE

VIRTUAL REALITY IS A GIMMICK FOR GAMERS ONLY?VIRTUAL REALITY IS A GIMMICK FOR GAMERS ONLY?

VIRTUAL REALITY IS NOW RETAIL’S EXTENDED DIGITAL VIRTUAL REALITY IS NOW RETAIL’S EXTENDED DIGITAL SHOWROOM.SHOWROOM.

50+ BILLION CONNECTED 50+ BILLION CONNECTED DEVICES. DEVICES. IoT OR INTERNET OF EVERYTHING? IoT OR INTERNET OF EVERYTHING?

IN GOD WE TRUST. ALL OTHERS MUST BRING IN GOD WE TRUST. ALL OTHERS MUST BRING DATA. DATA.

CONTENT

TRENDS & TECH SHAKING UP ALL INDUSTRIES

BARRIERS & BENEFITS OF BIG DATA

DATA-DRIVEN BRANDS & MEDIA

STEPS TO DATA HEAVEN

SUMMARY

OUTRO

THE BARRIERS OF BIG DATA ?

MEET THE DECISION MAKERS;MEET THE DECISION MAKERS;OLD SKOOL TECH RESISTANTS. OLD SKOOL TECH RESISTANTS.

MEET THEIR TARGETS;MEET THEIR TARGETS;NEW SKOOL SCREENAGERS. NEW SKOOL SCREENAGERS.

HOW ABOUT CMOs?

BUT BIG DATA AIN’T BUT BIG DATA AIN’T ONE… ONE…

By 2017 the CMO will Spend More on IT Than the CIOGartner, Feb 2012

WHY DO CMOs DODGE DATA?

BIG COMMERCIALS, BIG TV BIG COMMERCIALS, BIG TV CAMPAIGNS… CAMPAIGNS…

AND CELEBRITY ENDORSEMENTS. AND CELEBRITY ENDORSEMENTS.

CMOs ARE STILL TAKING LEGACY CMOs ARE STILL TAKING LEGACY THINKING, THINKING,

AND OUTDATED VALUE SYSTEMS… AND OUTDATED VALUE SYSTEMS…

AND KEEP APPLYING THEM TO AND KEEP APPLYING THEM TO THIS NEW WORLD OF INNOVATIONTHIS NEW WORLD OF INNOVATION.

BUT IT’S THE WRONG APPROACH. BUT IT’S THE WRONG APPROACH. AND EVERY ATTEMPT WILL FAIL. AND EVERY ATTEMPT WILL FAIL.

WITHOUT DATA WE ARE BLIND AND WITHOUT DATA WE ARE BLIND AND DEAF,DEAF,

WANDERING DEER ON THE FREEWAY.WANDERING DEER ON THE FREEWAY.

ARCHITECTS VISION & BUILD CATHEDRALS.ARCHITECTS VISION & BUILD CATHEDRALS.EVERYTHING ELSE? JUST BRICKS IN A WALL.EVERYTHING ELSE? JUST BRICKS IN A WALL.

CMOs THAT HAVE NO DIGITAL DNA? CMOs THAT HAVE NO DIGITAL DNA? SHOULD MARRY THEIR CIO. SHOULD MARRY THEIR CIO.

THE BENEFITS OF BIG DATA?

THE BIG WET MARKETING DREAM, THE BIG WET MARKETING DREAM, THAT OFFERS CMOs ‘ARMY-ALIKE THAT OFFERS CMOs ‘ARMY-ALIKE

INTEL’.INTEL’.

CRM, ARPU & PREDICTIVE MARKETINGCRM, ARPU & PREDICTIVE MARKETING

CREATES HIGHER ROI ON POE MEDIA.ADAPTIVE & LIQUID MEDIA PLANNING.

Media EcosystemPOE OWNE

DBrand Website / Device Brand Utilities / Mobile Apps E-mail NewsletterRelationship Magazine Social CRM Customer ServiceCommunitiesBlogs / Forums

PackagingPoint Of PurchaseEmployees

EARNEDConsumer Generated MediaWhitepapers & Reports Comments, Shares, LikesOrganic Search TrafficRatings and Reviews Advocate Blogs Posts Viral Video ViewsBuzz & PR

Influencers & AmbassadorsPress Coverage & EditorialsWord Of Mouth

PAIDDigital Display

SponsorshipPaid SearchPaid SocialMobile Ads

Promoted TweetsPaid Likes &

Followers

TV AdvertisingPrint / Radio

OOH / Cinema

Measurement & KPI Data Dashboard

SEO

BIG DATA IS THE LIFEBLOOD BIG DATA IS THE LIFEBLOOD OF MODERN MARKETING.OF MODERN MARKETING.

THAT WILL GIVE MEGA POWER FOR…

ATOMIC, AGILE CONTENT MARKETING. ATOMIC, AGILE CONTENT MARKETING.

WILL ALSO SAVE SUFFERING RETAIL.

BEACONS FOR HYPER PERSONALIZED BEACONS FOR HYPER PERSONALIZED RECOMMENDATIONS & TARGETED RECOMMENDATIONS & TARGETED CRM.CRM.

DATA-DRIVEN FITTING DATA-DRIVEN FITTING ROOMS ROOMS

OMNICHANNEL; THE HOLY GRAIL IN OMNICHANNEL; THE HOLY GRAIL IN RETAIL. RETAIL. DATA-DRIVEN MARKETING INTEL DATA-DRIVEN MARKETING INTEL PLATFORM PLATFORM

BIG DATA WILL REVOLUTIONIZE MEDIA. BIG DATA WILL REVOLUTIONIZE MEDIA.

TV WILL FINALLY BE SUPER TARGETED, TV WILL FINALLY BE SUPER TARGETED, PROGRAMMATIC & ADDRESSABLE. PROGRAMMATIC & ADDRESSABLE.

HARNESSING DATA TURNS UNKNOWN HARNESSING DATA TURNS UNKNOWN VIEWERS INTO KNOWN MEMBERS.VIEWERS INTO KNOWN MEMBERS.

WITH A NON-LINEAR DATA STRATEGY,WITH A NON-LINEAR DATA STRATEGY,TV NETWORKS MIGHT EVEN SURVIVE. TV NETWORKS MIGHT EVEN SURVIVE.

CONTENT

TRENDS & TECH SHAKING UP ALL INDUSTRIES

BARRIERS & BENEFITS OF BIG DATA

DATA-DRIVEN BRANDS & MEDIA

STEPS TO DATA HEAVEN

SUMMARY

OUTRO

BRANDS ARE ALL PUBLISHERS NOW; BRANDS ARE ALL PUBLISHERS NOW; APPS, DAILY CONTENT & SOCIAL PAGES.APPS, DAILY CONTENT & SOCIAL PAGES.

DATA-DRIVEN OWNED MEDIA PLATFORM

MASTERS OF MARKETING & MEDIADATA-DRIVEN CONTENT STRATEGY

INSIGHT DRIVEN DIGITAL LEADERSHIP

CONTENT

TRENDS & TECH SHAKING UP ALL INDUSTRIES

BARRIERS & BENEFITS OF BIG DATA

DATA-DRIVEN BRANDS & MEDIA

STEPS TO DATA HEAVEN

SUMMARY

OUTRO

MADMEN

MATHMEN

MARKETING USED TO BE AN ART, NOW IT’S A SCIENCE

BIG DATA… MAY THE MATH BE WITH YOU?

NEW MARKETING IS ABOUT NEW MARKETING IS ABOUT RELATIONSHIPS, NOT THE MEDIUM. RELATIONSHIPS, NOT THE MEDIUM.

AssumedLimited known info

ObservedObserved behaviour

70

Partially KnownKnown via registration

KnownIdentity sync’d across channels

With 3rd party data enhancement

FROM UNKNOWN FROM UNKNOWN TO KNOWN TO KNOWN

STEPS TO DATA HEAVEN1. + Cookie: UL0123

+ Digital display CampaignID & activity

2. + Brand site activity

3.+ RTB video ad campaign ID & activity

4. + Name+ Email address

+ Opt-in+ FacebookID+ Social Insights

5.+ Physical address + Lifestyle cluster / data

6. + 3rd party web activity & Buying behaviour / Interests

7.+ Brand campaign activity + Mobile number & SoLoMo activity

1. + Cookie: UL0123 + Digital display

CampaignID & activity

2. + Brand site activity

3.+ RTB video ad campaign ID & activity

4. + Name+ Email address

+ Opt-in+ FacebookID+ Social Insights

5.+ Physical address + Lifestyle cluster / data

6. + 3rd party web activity & Buying behaviour / Interests

7.+ Brand campaign activity + Mobile number & SoLoMo activity

11

33

66 22

55

44

FROMUNKNOWN

TO KNOWN

77

Data Types•Retail/POS

•Behavioral

•Demographic

•Lifestyle

•Competitive

•CRM

•Social

•Mobile

•Search

•Website

•eCommerce

•Retail Traffic

•Weather

•Device

•OS

•Census data

•Supply Chain

•Inventory/ Stock

•Mkt Research

•Panel Studies

•etc...

WPP DATA ARCHITECTURE FOR GLOBAL CLIENT

CONTENT

TRENDS & TECH SHAKING UP ALL INDUSTRIES

BARRIERS & BENEFITS OF BIG DATA

DATA-DRIVEN BRANDS & MEDIA

STEPS TO DATA HEAVEN

SUMMARY

OUTRO

ALL FIRMS EMBRACING DATA WILL SURVIVEALL FIRMS EMBRACING DATA WILL SURVIVE

BUT MOST WILL BE SMALLER PLAYERS BUT MOST WILL BE SMALLER PLAYERS IN THE DIGITAL ERA IN THE DIGITAL ERA

Big Data Beats Emotions. Mad Men to Math Men

Innovative Species Survive. Digital Darwinism

Learn Today’s Trends to Coin Tomorrow’s Opportunities

Adaptive Media Planning. Predictive Marketing

Data to Compete with Amazon’s & Facebook’s

Big Data…? Don’t Hate, Integrate!

CONTENT

TRENDS & TECH SHAKING UP ALL INDUSTRIES

BARRIERS & BENEFITS OF BIG DATA

DATA-DRIVEN BRANDS & MEDIA

7 STEPS TO DATA HEAVEN

SUMMARY

OUTRO

MY VISION ON THE FUTURE OF BIG DATA

78

REVOLUTION IN MARKETING HABITS

BIGGERTHAN THE INTERNET

“INNOVATION DISTUINGUISHES BETWEEN A LEADER AND A FOLLOWER”

“OFTEN TIMES INVENTION REQUIRES A LONG TERM WILLINGNESS TO BE MISUNDERSTOOD”

“BE NICE TO NERDS. WE WILL ALL END-UP WORKING FOR ONE”

THANK YOU. GRAZIE MILLE. MUCHAS GRACIAS. BLAGODARYA.THANK YOU. GRAZIE MILLE. MUCHAS GRACIAS. BLAGODARYA.