There is no shortage of data in the world – but there is a lack of understanding about how to apply that data and make it valuable to our work. The big promise of 'smart data' is not about efficiency or optimization - rather, we have an opportunity to define and shape the behaviors of our target audiences and maximize our efforts to reach, engage and compel them to action. This CDS Global Summit keynote discusses: • 'Smart Data" – What types of data is available and how can it be used, with a focus on identifying new potential audiences, predicting or shaping behaviors and personalizing marketing. • Data culture and systems – How to apply big data to product development, marketing and operations, as well as the organizational capacity, flexibility and commitment that is required. • Results – The impact that utilizing 'smart data' is having on a variety of industries and how it can be applied to publishers, nonprofits and other organizations. Connect with Brian Reich on the web: Tumblr: http://brianreich.tumblr.com/ SlideShare: http://www.slideshare.net/BrianReich Twitter: @BrianReich LinkedIn: http://linkedin.com/in/brianreich About Brian Reich: Brian Reich is a strategist and writer for executive leaders at global brands, media companies, startups, nonprofits, political, and advocacy organizations. Brian is the author of two books: Shift & Reset: Strategies for Addressing Serious Issues in a Connected Society (Wiley, 2011) and Media Rules!: Mastering Today’s Technology to Connect with and Keep Your Audience (Wiley, 2007). He speaks regularly to corporations, associations, and universities around the world on the impact of media and technology on society and he has keynoted and moderated major conferences and events, including: SXSW interactive, Personal Democracy Forum, BlogWorld, National Conference on Volunteering and Service, NetImpact, NTEN, USA Today Philanthropy Forum, SRI in the Rockies, and the Americans for the Arts National Conference. Brian’s work has been published, and he has been quoted, in many publications, including the New York Times, Fast Company, Wired, AdAge, and the Chronicle of Philanthropy,. He has delivered analysis of digital and other trends on NPR, Fox News, and other networks in the U.S. and abroad. He has contributed as a Fast Company Expert, hosted his own podcast show, and has taught consumer behavior and marketing strategy at The George Washington University and Columbia University. Brian began his career in politics – working on dozens of candidate and issue campaigns around the country. He spent two years as briefing director to Vice President Gore in the White House and during the 2000 presidential campaign. He has also held senior roles at leading digital, PR, and public affairs agencies, including Edelman, Mindshare Interactive Campaigns, Cone Inc. and EchoDitto.

1. USING DATA TO
PREDICT & SHAPE
CONSUMER
BEHAVIOR.
Brian Reich
CDS Global Summit - September 9, 2014

2. HOW DOES
USING DATA
HELP US

3. BUILD
A BETTER,
MORE
EFFECTIVE
COMPANY

4. AND CREATE
DEEPER
CONNECTIONS
WITH
CONSUMERS?

5. HOW SHOULD
WE ORGANIZE
AND MAKE
SENSE OF
ALL THE DATA?

6. THE ANSWER:
SMART
DATA

7. OPTIMIZE vs. PREDICT
7

8. vs. BEHAVIORS RESPONDING
TO SIGNALS
8
SHAPING

9. 9
CUSTOMERS
YOU KNOW
MORE THAN
CUSTOMERS vs.
YOU ALREADY
KNOW

10. SMARTER
ORGANIZATIONS

13. 13

15. BIG
OPPORTUNITIES

16. MODEL FOR ALL YOUR EXISTING PRODUCTS
MODEL FOR NEW PRODUCTS
MODEL AUDIENCE GROUPS/TYPES
MODEL MARKETS
INFORM PARTNERSHIP
BUILD COMMUNITY OF INFLUENCERS
OPTIMIZE MARKETING

17. LOTS OF
EXPERIMENTING
AND LEARNING

18. THE CHALLENGE

19. COLLECT THE DATA
ASK THE QUESTIONS
BUILD THE MODELS
!DO IT TOGETHER

20. THE FIRST STEP

21. A RESEARCH
PROJECT
AND
DISCUSSION

22. ABOUT WHY
PEOPLE BUY
MAGAZINES

23. AND WHAT
WE NEED TO
KNOW SO WE
CAN BETTER
INFLUENCE

24. WHEN AND
HOW
CONSUMERS
ENGAGE
WITH MEDIA.

25. LOTS OF QUESTIONS
LOTS OF TESTING
LOTS OF NEW IDEAS
!NO TIME TO WASTE

26. THE END.

27. ASK ME
ANYTHING

28. Name: Brian Reich
Email: brian@littlemmedia.com
Twitter: @brianreich
Phone: (646) 789-1323