Bob Pearson, W2O Group: Moneyball Part II at W2OatSXSW's PreCommerce Summit

1. Moneyball: Part II
The Future of Storytizing
Bob Pearson
March 10, 2017
1 Contents are proprietary and confidential.

2. In Moneyball Part 1, we trained people to judge
insights
In Moneyball Part 2, we are training machine-
learning models to scale human judgement
2 Contents are proprietary and confidential.

3. The definition of influence is expanding
3 Contents are proprietary and confidential.

4. We are entering the era of “object influence”
The shift from strings to things
Strings link words
Things link objects
4 Contents are proprietary and confidential.

5. When we link objects, we see visual patterns that
influence our behavior
A conversation goes on in our heads that we may or may
not be aware of
We relate to content but never say why
But our actions show what really matters to us
5 Contents are proprietary and confidential.

6. This will impact editorial planning, campaign
development and the style of introducing content into
a market
6 Contents are proprietary and confidential.

7. We will learn how to tell stories without words
7 Contents are proprietary and confidential.

8. Yes, a great visual is worth 1,000 words…..
Ad from 1921
8 Contents are proprietary and confidential.

9. But the right objects CAN tell a story
The story of Dune told via Emoji’s
9 Contents are proprietary and confidential.

10. Our ability to identify clues will change how we
defend our brands and organizations
10 Contents are proprietary and confidential.

11. New alert systems show us an issue at its
earliest stage, well before most media are aware
We can see which anomalies are important to a brand
11 Contents are proprietary and confidential.

12. The emergence of Adversarial Algorithms is the
result
Spam, cybercrime, antagonists and haters of all
types can be indexed, tracked and outsmarted
The habits of bad actors are different and require
different algorithms
12 Contents are proprietary and confidential.

13. We always knew he was right…..
13 Contents are proprietary and confidential.

14. If you see exactly what customers care about, you
can see exactly where you should invest
A new form of ESO-driven media planning will
optimize media budgets by 30+%
14 Contents are proprietary and confidential.

15. The new cookies are not dependent on websites
They rely on the language of the neighborhood
They reside in earned and shared media communities
15 Contents are proprietary and confidential.

16. The neighborhood speaks before action is taken

17. We can understand and track the language of the
neighborhood
What words truly matter?
What is the meaning of silence?
How do you measure apathy?
Is it noise or a movement?
What experience is forming?
Is momentum building….or not?
17 Contents are proprietary and confidential.

18. The ability to utilize micro-segmentation is game
changing in how we target our audience
18 Contents are proprietary and confidential.

19. DISCOVERING NEW ADDRESSABLE AUDIENCES
Based on social content-based segmentation
ENTREPRENEURIALLY-MINDED WATER FILTER CUSTOMERS WINE-DRINKING SPORTS FANATICS

20. Customers are telling us what they want
If we listen correctly, we can develop a new way to
build stories and creative concepts
We can build the story and content our customers
actually want to hear
20 Contents are proprietary and confidential.

21. Relevance is the new black
The current reputation models can be tossed
21 Contents are proprietary and confidential.

22. We know how word of mouth really works
We can see which people have influence on a
specific topic in a specific town and what content
type they prefer
Prospective planning of WOM is possible
22 Contents are proprietary and confidential.

23. We can see where behavior is shaped and by whom
locally
Millennial
Twitter Activity
Millennial Geotagged
tweet

24. We can start to build plans at the territory or the
voting district level to shape behavior
Think of this as “Sales+”
24 Contents are proprietary and confidential.

25. Agile content will be driven by agile insights
We will build “training sets” that show what a market
desires in real-time
Campaigns will align insight and creative
development to align with the market’s needs
25 Contents are proprietary and confidential.

26. The advertising era is ending
• Traditional segmentation is not effective
• 5 vs. 5000 personas
• Primary research is not enough
• Conscious vs. subconscious
• Paid media is no longer a strong stand alone
• Earned, shared and owned are more impactful
• Email was never the right model for conversion
• .5% vs. 5-15%
• Lack of speed is a major issue
• Campaigns are too slow, trends are missed

27. The Storytizing era is beginning
• Audience architecture leads to real alignment
• We can follow our exact audience and listen/learn
• Shaping our reputation is based on relevance
• If our customers don’t care, muscle won’t make up for it
• The 1,9,90 model is the new “media platform”
• Media, influencers, interpreters and shapers
• Social channels are more powerful than most traditional media outlets
• We can reach our direct target audience via machine learning and the right
profiles
• New technology requires the evolution of all models
27 Contents are proprietary and confidential.

28. THANK YOU!