Spurred by the ever increasing usage of multiple-devices & platforms, today’s battle for hearts, minds, and dollars is fought in a new battleground. Intent-driven moments of decision making and preference shaping that occur throughout the entire consumer journey. Successful brands of the future will be those that have a plan for understanding and meeting consumers’ needs in the moments that matter to them. We have developed a process called Moment Mapping to help brands understand where their brand sits with the new market landscape, ensuring they: Know when to be there Anticipate the ‘micro-moments’ for users in your industry and then commit to being there to help when those moments occur. Know how to be smart Being relevant to consumers’ needs in the moment and connect people to the answers they’re looking for, ensuring the mobile experience is fast and frictionless. Get in touch to find out more at cm@dadi.co

1. Helloworld.
An introduction to DADI+
Who we are, what we do and
how we can work together.
7 Marylebone Lane
London, W1U 1DF
hello@dadi.co
+44 (0) 20 7205 2900

2. At DADI+ we believe:“We exist to help
organisations get the
most out of their data,
build better relationships
with their individual
customers and improve
the performance of their
businesses.“
Chris Mair
Co-Founder & Partner
+ Data has the power to transform relationships
+ Connecting data transforms customer
experience
+ The success of any business is dependent on
how well they understand their customers
+ There’s no excuse for sub-optimal customer
experience when connected data can
continually optimise
We have developed both the strategic
framework for brands to develop their
data-driven business and the technology
needed to make it happen.

3. Overview
+ This document provides a background to
our strategic thinking
+ It introduces our strategic framework:
Moment Mapping
+ A guide to developing your data-driven
marketing strategy
+ It also provides a summary of our process

4. Context

5. TheNewWorld
Consumer behaviour is
evolving all the time…
Spurred by the ever increasing usage
of multiple-devices & platforms,
today’s battle for hearts, minds, and
dollars is fought in a new
battleground.
Intent-driven moments of decision
making and preference shaping that
occur throughout the entire
consumer journey.
87% of millennials admit to
having their smartphone at
their side day and night
68% of smartphone users say
they check their phone within 15
minutes of waking up
87%
68%
On average we check our
phones 150 times a day
100%9:41 AM
150

6. Pocketsizedcomputers
The proliferation of
smartphones especially has
created a fundamental
change in the way we
consume.
Consumer journeys were once
predictable, following similar patterns daily.
Today they are fragmented and
unpredictable, comprising hundreds of
differing interactions every day.
Many of these digital interactions have
become just another part of everyday life -
messaging friends, checking email, posting
to Facebook, checking the time etc.
But alongside these, there are the other
moments. The intent-driven moments
when consumers are looking for an answer.

7. [1] https://www.thinkwithgoogle.com/collections/micromoments.html
In a recent white paper [1], Google
referred to these as ‘micro-moments’,
concluding that they were:
“a game changer for both
brands & consumers.“
Micro-moments are intent-rich
moments when decisions are made
and preferences are formed.
I want to
know…
I want to
go…
I want to
do…
I want to
buy…
Micro-momentsintime

8. Anewbattlegroundforbrands
At these times consumer have high
expectations. Smartphones have trained
us to expect brands to deliver what we
want, when we want it.
Successful brands of the future will be
those that have a plan for understanding
and meeting consumers’ needs in the
micro-moments that matter to them.
Put simply, to succeed in a micro-moment
world brands need to:
Be there.
They must be clear about the moments
relevant to their consumers and their
business. And have a plan for being there
when those moments happen.
Be smart.
They need to fulfil the consumers needs in
a frictionless, inspiring and relevant manner.
Know
GoDo
Buy
You =
Your customer

9. Bethere.
More often than not, when
people turn to their
smartphone they are looking
to learn something, do
something, find something or
buy something.
That could be in the form of Internet
search, accessing social media, visiting a
website or interacting with an app.
By being there, brands have the chance
to address consumer needs in the
moment, help move someone along the
decision-making journey and strengthen
their loyalty.
To ensure they appear at the right times,
brand need to identify the moments that
matter most to them.

10. Besmart.
But being there is only half
the answer. When the
key moments have been
established, brands
should then focus on the
communication that
happens at that point.
Successful brands will ‘wow’ customers
through applying intelligent, personalised
communications that are wanted.
To ensure this brands need to consider a
wide range of things:
Context
Where the user is, time, etc
Technical capabilities
How can we push the boundaries of
what is possible
Frictionless
Single Customer View
Welcome
back!

11. Thecriticalingredientto
deliveringexcellenceisdata
To create personalised
experiences, brands need to
consider both consumer &
environmental data which hold
the consumer’s intent and
context.
Consumer data refers to all that is known
about the user, demographics, socio-
economic, lifestyle etc.
It enables aspects such as personalisation,
increasing the relevance of the messaging.
Environmental data refers to all that is
known about the user at that particular
time, where they are, what the weather is
like, what they are doing etc.
It provides context for the situation and
helps to deliver targeted, relevant
messages in a timely manner.
When taken consumer and
environmental data into consideration,
brands are then able to deliver
experiences that work, and that will be
remembered. These are Data-driven
experiences .

12. The ability to process and understand user
and environmental data in real time in
order to provide a customised experience
for the individual across multiple
touch-points.
Data driven experiences present users
with content which is more likely to appeal
to them based on real time data. The more
compelling it is, the better it will perform.
Data Driven
Experiences

13. Buildingadata-driven
strategytowin
Successful brands of tomorrow will be
those who have a strategy for this new
world we live in.
Developing a data-driven strategy and ensuring you have
the tools and the capabilities for delivering on it are key.

14. MomentMapping

15. Planningforbattle
We have developed a process called Moment Mapping
to help brands understand where their brand sits with
the new market landscape, ensuring they:
Know when to be there
Anticipate the ‘micro-moments’ for users
in your industry and then commit to being
there to help when those moments occur.
Know how to be smart
Being relevant to consumers’ needs in the
moment and connect people to the
answers they’re looking for, ensuring the
mobile experience is fast and frictionless.
Welcome
back!

16. Planningforbattle
Moment Mapping is a process that combines
research and data analysis to establish data-driven
marketing strategies.
The process is conducted over a six week
period and is focussed on:
+ Identification of the key moments
+ Defining the data-driven experience
that will occur at these times
At the end of the process, brands will have
a clear plan of the critical moments where
they need to appear, together with the
data-requirements at each of them
needed in order to facilitate the requisite
data-driven experience.

17. OurApproach
The process combines both
qualitative & quantitative
research techniques to provide
the deep insight needed to
understand the entire customer
experience and apply the
relevant context.
User
Qualitative
Research
Big Data Mining
Ethno-Mining“big data is nothing without ‘thick data’ the
rich and contextualised information you
gather only by getting up from the computer
and venturing out into the real world.“
April 2014
Quantitative
Research

18. Goals
+ Understanding the needs of the
business
+ Understanding users and temporal
aspects of user journeys
+ “Unlocking” specific moments – What
are they about? What do users feel?
What do they need?
+ Understanding existing data
capabilities and identifying new ones
+ Empathy and innovation to create a
product design based on user-
centered approach

19. Process…
Understanding the who, where and what of
your customer interactions. Getting under the
skin of the business
Quantitative & quantitative research process led
by data scientists. Interrogation of findings
Moment mapping, led by brand strategists to
articulate significants trends in the data and the
strategic opportunities presented
Ideation and initial planning of creative and
technical solutions
1
Minimum Viable Product
prototype development
Discover
Analyse
Define
Imagine
DataAnalysis
1
2
3
4
2
3
4

20. Process starts with a
comprehensive review of your
business to determine current
situation.
Identify the areas of strength/weaknesses,
restraints, requirements and needs to
develop actionable steps to a data-driven
strategy roadmap.
Process split across three core areas:
+ Business
+ Consumer
+ Data
1 Discover 2 Analyse 3 Define 4 Imagine
Discover

21. + Understand the needs
of stakeholders
+ Business objectives
+ Resource
+ Technical capabilities
Brand Consumers Data
+ Data audit
+ Review of current
process
+ Technical appraisal
+ Create criteria for user
segmentation
+ Generate user segments
+ Create hypotheses
+ Digital ethnography
+ Semiotics
+ Experience Sampling
Method
+ Test and confirm
hypotheses
Discover
1 Discover 2 Analyse 3 Define 4 Imagine

22. Analyse
Second stage led by team of
data-scientists and consumer
insight consultants, focussed
on in-depth analysis of
findings established in
Discovery phase.
+ User journey and experience mapping:
identify key touch points, pain points,
events, experiences, and activities
+ Identifying personas based on their
journeys
+ Identifying cultural context and
motivations
Discover Analyse 3 Define 4 Imagine21

23. Data Mining
Text Mining
Network Mining
Ethno-mining
(Digital Ethnography,
Semiotics, ESM)
Ongoing data analysis across multiple touch-points
QualitativeQuantitative
Predictive
Analytics
Sentiment
Analysis
Social Network
Analysis Behavioural
Economics
User
Experience
User Journeys
User Moments
User-Centered
Product Design
Service Design
+ Predictive
Modelling
+ Machine-
Learning
+ Recommender
Systems
+ Measuring
Sentiment
+ Measuring
Influence
+ Discovering
topics
+ Discovering
Relationships
Statistical Techniques:
e.g. Cluster Analysis
Qualitative Analysis
Journey Mapping
Interpretation
Discover Analyse 3 Define 4 Imagine21

24. Discover 2 Analyse 4 ImagineDefine31
Define
Third phase focussed on
development of a tailored
Moment Map based on insight
established during phase 1 & 2
Moment mapping: identifying and
“unlocking” moments
Identifying the data requirements at each
moment:
+ Both consumer and environmental
+ Outlining existing vs. needed
Output is the creative brief for
appropriate Data-driven experiences
related to your brand.

25. Imagine
Undertaken in collaboration
with stakeholder group,
typically through workshop
session, aim is to use the
Moment Map and brief for
Data-driven experiences to
develop potential solutions.
Note: our services division can develop &
test prototype solutions if needed.
Discover 3 Define1 4 Imagine Imagine4

26. Week 1-2 Week 3-4 Week 5 Week 6
Activity
Framing Workshop 1:
• Formulating the problem
• Defining the vision
• Assigning roles
Interviews with external
stakeholders
Data audit
Framing Workshop 2:
• Formulating hypotheses
• Research design
Testing hypotheses
Quantitative analysis
Qualitative analysis
Analysis Workshop
• Meta-analysis of research
method and results
Analysis Workshop Ideation and Co-design
Workshop
Tools
Affinity diagram Qualitative Analysis:
• Ethnography
• Experience Sampling Method
(ESM)
• Semiotics
Quantitative Analysis:
• Data analysis
User Journey Mapping
Moment Mapping
Ideation Techniques
Output
Data sets
Hypotheses
Research briefs for:
• Data analysis
• Semiotics
• Ethnography
Cultural Insight
Qualitative Data
Personas
Understanding intent, moments,
experience
and areas of opportunity
Creative Solutions
Product / Service Ideas
PROCESS TIMING

27. At the end of the six week
process you will receive:
+ Moment Map detailing the key moments
your brand should be focussing its data-
driven efforts
+ Document comprising the creative
concepts identified during the final stage of
the process
+ Together these will ensure your brand has
the ammunition to win at micro-moments
Deliverables
Data Driven
Experiences

28. Appendix

29. Background
DADI+ was formed in 2013:
after years working with global
brands & publishers, we
identified an opportunity for a
new type of business.
+ Changes occurring in the way people
consumed content across devices
+ The power of personalised content
+ The potential of big data
+ An absence of a technical solution
available to exploit these shifts
Consulting
Services
DADI+ platform

30. Ourambition
Our definition of Data Driven Experiences
The ability to process and understand user and
environmental data in real time in order to provide a
customised experience for the individual across
multiple touch-points
How?
To enable data driven
experiences, the DADI+
platform puts customer data
at the heart of our platform
and places equal weight on
the value of content and the
value of user data.
We exist to enable our clients
to put customer data at the
heart of their businesses, to
make Data Driven
Experiences a reality
This presents users with content which is
more likely to appeal to them based on
real time data. The more compelling it is,
the better it will perform.
Content
CMS
Template
engine
Front-end
Syndication
Native apps
CRM
Direct
Twitter
Facebook
Pinterest
Others

31. + Personalised real-time experiences for
individuals
+ Single customer view cross-channel
+ Machine Learning optimises
experiences over time
+ Consistent view of data across the
business
+ The foundation of long term, mutually
beneficial customer relationships
+ Makes content work harder, and perform
better
+ Enables a new, more accurate approach
to business strategy
+ Unlock new revenue streams
Data-centricplatform
benefitstobusinesses

32. Most of our team, currently 30 people, are
engineers. They include front-end designer/
developers hybrids and heavy-lifting
back-end specialists.
Ourteam
Six of our team are data
scientists and strategists.
The remaining three people
are project managers.

33. Smart
We think the way we run our business is pretty
smart. Find out more about How We Work on
our website.
Howwework
Lean
Small teams of engineers and strategists are
assigned to completing batches of work, while
producing a complete product.
Talented
We are committed to working with the
best talent in the world, no matter
where they live.

34. Ourclients

35. DADI.CO
Thankyou.