Thane Ryland from Microsoft, speaker deck from Oi West. All the speaker decks from the conference can be found on our SlideShare account.

1. Why data-driven
decision makers are
winning the game
16 Oct, 2015 - @thaneryland

2. Key topics for today
Caveats
State of marketing
Data landscape
Data impact for marketers
What winners are doing

3. State of marketing
Data-absent perspectives still embedded

5. “Data is a hassle” mindset perpetuates
Guesswork
Gut feel
Prejudiced thought
FOMO leads to copycatting

6. What you
measure
Where your
content
resides
Where your
customers are
What you measure
Where your
content
resides
Where your
customers are

7. 71% of sharing is
on “Dark Social”
71%
29%
Social sharing realities
Dark Social Publicly sharing social content
29%

8. Data landscape
Select sightings from across marketers' spheres of influence

13. “In short: we need
a new operating
system for the
modern
organisation” –
Lee Bryant (Oct 2015)

14. Data impact for marketers
Select examples

19. What winners are doing
Daily practices that deliver better marketing results

23. 3rd
Party
Biz
Social

24. Of active Vine users
are male
57%
married (45%) or in
a relationship (15%)
60%
Are 25+ yr old
(16-24 is largest
segment at 42%)
58%
university (47%) or
post-grad degree
(13%)
61%
Have 1+ children
(33% have just one
child)
50%
DEBUNKING MYTH 1: VINE USERS ARE SINGLE
They are young – 16 – 24 yr olds comprise 42% of active Vine users.
However, data indicates that many of them are also married and have
children.
The high percentage of married/in a relationship Vine users could also
reflect the high concentration of users in more traditional markets such as
China, India, Indonesia and Brazil
Recommendation:
• Shoot more images with people in a relationship or with children
• Open up social marketing/comms language to reflect the local market
realities of Vine users being married and with children

25. Buzz Web traffic Organic search

28. All your data
The data you
need

29. thane.ryland@microsoft.com
@thaneryland