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Data Summit Brussels | 'Small Data, Big Insights'

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Presented @ Data Summit 2016 in Brussels (BE)

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Data Summit Brussels | 'Small Data, Big Insights'

  1. 1. SMALL data, BIG insights Tom De Ruyck
  2. 2. WHAT IS NOT AN INSIGHT? @tomderuyck SMALL data, BIG insights
  3. 3. @tomderuyck SMALL data, BIG insights
  4. 4. @tomderuyck SMALL data, BIG insights
  5. 5. In-sight |’in.sit| @tomderuyck SMALL data, BIG insights
  6. 6. Recognizable & relevant It’s me! @tomderuyck SMALL data, BIG insights
  7. 7. @tomderuyck SMALL data, BIG insights
  8. 8. A fresh, new way of looking at things Aha! @tomderuyck SMALL data, BIG insights
  9. 9. @tomderuyck SMALL data, BIG insights
  10. 10. An insight cannot be neutral: I WANT TO change! @tomderuyck SMALL data, BIG insights
  11. 11. RELEVANCE A good insight is recognizable & real to a consumer. FRESHNESS A good insight is a fresh way of looking at things. EMOTION A good insight creates an emotional desire to change. KEY TO SUCCESS A good insight creates the foundation for actionable marketing decisions. In-sight |’in.sit| @tomderuyck SMALL data, BIG insights
  12. 12. @tomderuyck SMALL data, BIG insights
  13. 13. Internal @tomderuyck SMALL data, BIG insights
  14. 14. Internal @tomderuyck SMALL data, BIG insights
  15. 15. Internal @tomderuyck SMALL data, BIG insights
  16. 16. IN POWERPOINT locked up REPORTS @tomderuyck SMALL data, BIG insights
  17. 17. INTRODUCING THE insightACTIVATION STUDIO @tomderuyck SMALL data, BIG insights
  18. 18. START FROM INSIGHTS ADD YOUR OBSERVATIONS & IDEAS @tomderuyck SMALL data, BIG insights
  19. 19. TOTAL IMMERSION IN THE consumer world @tomderuyck SMALL data, BIG insights
  20. 20. @tomderuyck SMALL data, BIG insights
  21. 21. “Conversational interfaces will replace apps” Mark Zuckerberg CEO Facebook @tomderuyck SMALL data, BIG insights
  22. 22. Meet Galvin – Our AI Insights Chatbot LUIS AI @tomderuyck SMALL data, BIG insights
  23. 23. “FIND ME SOME TILES ABOUT PACKAGING” When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. Case 3 LET’S MEET THE CONSUMER We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. Case 1 SHOW ME THE LATEST NEW TILES You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. Case 2 Meet Galvin – Our AI Insights Chatbot @tomderuyck SMALL data, BIG insights
  24. 24. Meet Galvin – Our AI Insights Chatbot “FIND ME SOME TILES ABOUT PACKAGING” When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. Case 3 LET’S MEET THE CONSUMER We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. Case 1 SHOW ME THE LATEST NEW TILES You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. Case 2 @tomderuyck SMALL data, BIG insights
  25. 25. Meet Galvin – Our AI Insights Chatbot “FIND ME SOME TILES ABOUT PACKAGING” When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. Case 3 LET’S MEET THE CONSUMER We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. Case 1 SHOW ME THE LATEST NEW TILES You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. Case 2 @tomderuyck SMALL data, BIG insights

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