22. To deliver this kind of work our
people need to understand:
Data Identification Technology
23. Data
sources
1st party data
2nd party data
3rd party data
Segment
organisation
Channel delivery &
optimisation
Paid media
Owned
platforms
1:1 communications
Analysis
DMP
CRM
27. First, define how the data will
lead the creative, but also how
the creative will lead the data.
28. 28
To simplify,
data can be
used in
two ways.
The right person
The relevant message
The sequenced channel
The perfect investment
Precision
Persuasion
The magic
of the idea
31. Cohort Response Stretch Revenue Stretch Predicted Revenue
Top 30 25% 50% $ 1
VIP 25% 25% $ 1
Engaged 25% 25% $ 1
SME 25% 10% $ 1
Eligible BINs 50% 10% $ 2
Lapsed 25% 10% $ 1
New New 50% 50% $ 3
Ever Transferred 50% 25% $ 1
Rest of Base 100% 50% $ 4
Non customers N/A 50% $ 5
Partner contribution 50% $ 1
TOTAL $ 21
32. Cohort Response Stretch Revenue Stretch Predicted Revenue
Top 30 25% 50% $ 1
VIP 25% 25% $ 1
Engaged 25% 25% $ 1
SME 25% 10% $ 1
Eligible BINs 50% 10% $ 2
Lapsed 25% 10% $ 1
New New 50% 50% $ 3
Ever Transferred 50% 25% $ 1
Rest of Base 100% 50% $ 4
Non customers N/A 50% $ 5
Partner contribution 50% $ 1
TOTAL $ 21
33.
34. Don’t forget to make creative
decisions about the data possibilities.
35. “Google seeks to use the
least amount of data
possible to create magical
and trustworthy
advertising experiences.”
Advertising Week Europe
Prabhakar Raghavan.
Senior Vice President for Ads and Commerce.
36. Data is just fact (hopefully). Tech just pushes
data around. Keep your objectives at the centre
of your thinking – and surround those objectives
with insights that are related, not random pieces
of data.
50. Learn on the tools.
Our people can no longer do data, tech or creative appreciation.
They have to do and execute our work.
Be in the data, not across the data.
Appreciate the tech, don’t just acknowledge the tech.
Ensure you are on the work, not over the work.