CEEDS by Webit 2015 - Big Data for Brands and Media Owners. From Big Campaigns To Data-Driven Integrated Digital Marketing.
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Ceeds by Webit, 22 April 2015, Sofia. #ceeds Keynote Big Data for Brands and Media Owners (25 minutes) From Big Campaigns To Data-Driven Integrated Digital Marketing. By Pro Public Speaker Igor Beuker CONTENT OF MY STORY: TRENDS & TECH SHAKING UP ALL INDUSTRIES BARRIERS & BENEFITS OF BIG DATA DATA-DRIVEN BRANDS & MEDIA STEPS TO DATA HEAVEN SUMMARY OUTRO The keynote on video is available on www.igorbeuker.com
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CEEDS by Webit 2015 - Big Data for Brands and Media Owners. From Big Campaigns To Data-Driven Integrated Digital Marketing.
- 1. BIG DATA FOR BRANDS & MEDIA OWNERS FROM BIG CAMPAIGNS TO DATA-DRIVEN INTEGRATED DIGITAL MARKETING
- 3. CONTENT TRENDS & TECH SHAKING UP ALL INDUSTRIES BARRIERS & BENEFITS OF BIG DATA DATA-DRIVEN BRANDS & MEDIA STEPS TO DATA HEAVEN SUMMARY OUTRO
- 4. CONTENT TRENDS & TECH SHAKING UP ALL INDUSTRIES BARRIERS & BENEFITS OF BIG DATA DATA-DRIVEN BRANDS & MEDIA STEPS TO DATA HEAVEN SUMMARY OUTRO
- 5. WELCOME TO THE DIGITAL WORLD
- 6. IN WHICH TRADITIONAL CORPORATES NOW ALL HAVE TO COMPETE WITH
- 7. INNOVATIVE, AGILE, DATA-DRIVEN, NEW TECH FIRMS WITHOUT LEGACY…
- 8. MOST VALUABLE RETAILER ON THE PLANET HAS NO INVENTORYMOST VALUABLE RETAILER ON THE PLANET HAS NO INVENTORY
- 9. WORLD’S MOST POPULAR MEDIA OWNER CREATES NO CONTENTWORLD’S MOST POPULAR MEDIA OWNER CREATES NO CONTENT
- 10. WORLD’S LARGEST TAXI COMPANY HAS NO VEHICLESWORLD’S LARGEST TAXI COMPANY HAS NO VEHICLES
- 11. WORLD’S LARGEST HOUSE PROVIDER OWNS NO REAL ESTATEWORLD’S LARGEST HOUSE PROVIDER OWNS NO REAL ESTATE
- 12. WELCOME TO THE DIGITAL WORLD
- 13. IN WHICH WE MUST COIN THE BUSINESS OPPORTUNITIES OF THE 21ST CENTURY
- 14. MEDIA OWNERS MASQUERADED AS TECHNOLOGY COMPANIESMEDIA OWNERS MASQUERADED AS TECHNOLOGY COMPANIES
- 15. WE HAVE MORE FANS & FOLLOWERS THAN YOU…WE HAVE MORE FANS & FOLLOWERS THAN YOU…
- 16. SCREENAGERS: DIGITAL NARCISSISM, SOCIAL STATUS & SELFIESSCREENAGERS: DIGITAL NARCISSISM, SOCIAL STATUS & SELFIES
- 17. ALIBABA: PAY WITH A SELFIE TECHNOLOGY TO FUELALIBABA: PAY WITH A SELFIE TECHNOLOGY TO FUEL ECOMMERCE.ECOMMERCE.
- 18. $9.3 BILLION!!! ALIBABA SALES ON SINGLES DAY 2014!$9.3 BILLION!!! ALIBABA SALES ON SINGLES DAY 2014!
- 19. WEARABLE TECH: NOW LOOKING FOR KILLER APPS.WEARABLE TECH: NOW LOOKING FOR KILLER APPS.
- 20. BRANDS ARE GOING BEYOND THE SMARTPHONEBRANDS ARE GOING BEYOND THE SMARTPHONE
- 21. VIRTUAL REALITY IS A GIMMICK FOR GAMERS ONLY?VIRTUAL REALITY IS A GIMMICK FOR GAMERS ONLY?
- 22. VIRTUAL REALITY IS NOW RETAIL’S EXTENDED DIGITAL SHOWROOM.VIRTUAL REALITY IS NOW RETAIL’S EXTENDED DIGITAL SHOWROOM.
- 23. 50+ BILLION CONNECTED DEVICES.50+ BILLION CONNECTED DEVICES. IoT OR INTERNET OF EVERYTHING?IoT OR INTERNET OF EVERYTHING?
- 24. IN GOD WE TRUST. ALL OTHERS MUST BRING DATA.IN GOD WE TRUST. ALL OTHERS MUST BRING DATA.
- 25. CONTENT TRENDS & TECH SHAKING UP ALL INDUSTRIES BARRIERS & BENEFITS OF BIG DATA DATA-DRIVEN BRANDS & MEDIA STEPS TO DATA HEAVEN SUMMARY OUTRO
- 26. THE BARRIERS OF BIG DATA ?
- 27. MEET THE DECISION MAKERS;MEET THE DECISION MAKERS; OLD SKOOL TECH RESISTANTS.OLD SKOOL TECH RESISTANTS.
- 28. MEET THEIR TARGETS;MEET THEIR TARGETS; NEW SKOOL SCREENAGERS.NEW SKOOL SCREENAGERS.
- 29. HOW ABOUT CMOs?
- 30. BUT BIG DATA AIN’T ONE…BUT BIG DATA AIN’T ONE…
- 32. By 2017 the CMO will Spend More on IT Than the CIO Gartner, Feb 2012
- 33. WHY DO CMOs DODGE DATA?
- 34. BIG COMMERCIALS, BIG TV CAMPAIGNS…BIG COMMERCIALS, BIG TV CAMPAIGNS…
- 35. AND CELEBRITY ENDORSEMENTS.AND CELEBRITY ENDORSEMENTS.
- 36. CMOs ARE STILL TAKING LEGACY THINKING,CMOs ARE STILL TAKING LEGACY THINKING, AND OUTDATED VALUE SYSTEMS…AND OUTDATED VALUE SYSTEMS…
- 37. AND KEEP APPLYING THEM TOAND KEEP APPLYING THEM TO THIS NEW WORLD OF INNOVATIONTHIS NEW WORLD OF INNOVATION.
- 38. BUT IT’S THE WRONG APPROACH.BUT IT’S THE WRONG APPROACH. AND EVERY ATTEMPT WILL FAIL.AND EVERY ATTEMPT WILL FAIL.
- 39. WITHOUT DATA WE ARE BLIND AND DEAF,WITHOUT DATA WE ARE BLIND AND DEAF, WANDERING DEER ON THE FREEWAY.WANDERING DEER ON THE FREEWAY.
- 40. ARCHITECTS VISION & BUILD CATHEDRALS.ARCHITECTS VISION & BUILD CATHEDRALS. EVERYTHING ELSE? JUST BRICKS IN A WALL.EVERYTHING ELSE? JUST BRICKS IN A WALL.
- 41. CMOs THAT HAVE NO DIGITAL DNA?CMOs THAT HAVE NO DIGITAL DNA? SHOULD MARRY THEIR CIO.SHOULD MARRY THEIR CIO.
- 42. THE BENEFITS OF BIG DATA?
- 43. THE BIG WET MARKETING DREAM,THE BIG WET MARKETING DREAM, THAT OFFERS CMOs ‘ARMY-ALIKE INTEL’.THAT OFFERS CMOs ‘ARMY-ALIKE INTEL’.
- 44. CRM, ARPU & PREDICTIVE MARKETINGCRM, ARPU & PREDICTIVE MARKETING
- 45. CREATES HIGHER ROI ON POE MEDIA. ADAPTIVE & LIQUID MEDIA PLANNING.
- 46. Media Ecosystem POE OWNE DBrand Website / Device Brand Utilities / Mobile Apps E-mail Newsletter Relationship Magazine Social CRM Customer Service Communities Blogs / Forums Packaging Point Of Purchase Employees EARNE DConsumer Generated Media Whitepapers & Reports Comments, Shares, Likes Organic Search Traffic Ratings and Reviews Advocate Blogs Posts Viral Video Views Buzz & PR Influencers & Ambassadors Press Coverage & Editorials Word Of Mouth PAI DDigital Display Sponsorship Paid Search Paid Social Mobile Ads Promoted Tweets Paid Likes & Followers TV Advertising Print / Radio OOH / Cinema Measurement & KPI Data Dashboard SEO
- 47. BIG DATA IS THE LIFEBLOODBIG DATA IS THE LIFEBLOOD OF MODERN MARKETING.OF MODERN MARKETING.
- 48. THAT WILL GIVE MEGA POWER FOR…
- 49. ATOMIC, AGILE CONTENT MARKETING.ATOMIC, AGILE CONTENT MARKETING.
- 50. WILL ALSO SAVE SUFFERING RETAIL.
- 51. BEACONS FOR HYPER PERSONALIZEDBEACONS FOR HYPER PERSONALIZED RECOMMENDATIONS & TARGETED CRM.RECOMMENDATIONS & TARGETED CRM.
- 52. DATA-DRIVEN FITTING ROOMSDATA-DRIVEN FITTING ROOMS
- 53. OMNICHANNEL; THE HOLY GRAIL IN RETAIL.OMNICHANNEL; THE HOLY GRAIL IN RETAIL. DATA-DRIVEN MARKETING INTELDATA-DRIVEN MARKETING INTEL PLATFORMPLATFORM
- 54. BIG DATA WILL REVOLUTIONIZE MEDIA.BIG DATA WILL REVOLUTIONIZE MEDIA.
- 55. TV WILL FINALLY BE SUPER TARGETED,TV WILL FINALLY BE SUPER TARGETED, PROGRAMMATIC & ADDRESSABLE.PROGRAMMATIC & ADDRESSABLE.
- 56. HARNESSING DATA TURNS UNKNOWNHARNESSING DATA TURNS UNKNOWN VIEWERS INTO KNOWN MEMBERS.VIEWERS INTO KNOWN MEMBERS.
- 57. WITH A NON-LINEAR DATA STRATEGY,WITH A NON-LINEAR DATA STRATEGY, TV NETWORKS MIGHT EVEN SURVIVE.TV NETWORKS MIGHT EVEN SURVIVE.
- 58. CONTENT TRENDS & TECH SHAKING UP ALL INDUSTRIES BARRIERS & BENEFITS OF BIG DATA DATA-DRIVEN BRANDS & MEDIA STEPS TO DATA HEAVEN SUMMARY OUTRO
- 60. BRANDS ARE ALL PUBLISHERS NOW;BRANDS ARE ALL PUBLISHERS NOW; APPS, DAILY CONTENT & SOCIAL PAGES.APPS, DAILY CONTENT & SOCIAL PAGES.
- 61. DATA-DRIVEN OWNED MEDIA PLATFORM
- 63. MASTERS OF MARKETING & MEDIA DATA-DRIVEN CONTENT STRATEGY
- 64. INSIGHT DRIVEN DIGITAL LEADERSHIP
- 65. CONTENT TRENDS & TECH SHAKING UP ALL INDUSTRIES BARRIERS & BENEFITS OF BIG DATA DATA-DRIVEN BRANDS & MEDIA STEPS TO DATA HEAVEN SUMMARY OUTRO
- 66. MADMEN
- 67. MATHMEN
- 68. MARKETING USED TO BE AN ART, NOW IT’S A SCIENCE BIG DATA… MAY THE MATH BE WITH YOU?
- 69. NEW MARKETING IS ABOUTNEW MARKETING IS ABOUT RELATIONSHIPS, NOT THE MEDIUM.RELATIONSHIPS, NOT THE MEDIUM.
- 70. Assumed Limited known info Observed Observed behaviour 70 Partially Known Known via registration Known Identity sync’d across channels With 3rd party data enhancement FROM UNKNOWNFROM UNKNOWN TO KNOWNTO KNOWN
- 71. STEPS TO DATA HEAVEN 1. + Cookie: UL0123 + Digital display CampaignID & activity 2. + Brand site activity 3.+ RTB video ad campaign ID & activity 4. + Name + Email address + Opt-in + FacebookID + Social Insights 5.+ Physical address + Lifestyle cluster / data 6. + 3rd party web activity & Buying behaviour / Interests 7.+ Brand campaign activity + Mobile number & SoLoMo activity 1. + Cookie: UL0123 + Digital display CampaignID & activity 2. + Brand site activity 3.+ RTB video ad campaign ID & activity 4. + Name + Email address + Opt-in + FacebookID + Social Insights 5.+ Physical address + Lifestyle cluster / data 6. + 3rd party web activity & Buying behaviour / Interests 7.+ Brand campaign activity + Mobile number & SoLoMo activity 11 33 66 22 55 44 FROM UNKNOWN TO KNOWN 77
- 72. Data Types •Retail/POS •Behavioral •Demographic •Lifestyle •Competitive •CRM •Social •Mobile •Search •Website •eCommerce •Retail Traffic •Weather •Device •OS •Census data •Supply Chain •Inventory/ Stock •Mkt Research •Panel Studies •etc... WPP DATA ARCHITECTURE FOR GLOBAL CLIENT
- 73. CONTENT TRENDS & TECH SHAKING UP ALL INDUSTRIES BARRIERS & BENEFITS OF BIG DATA DATA-DRIVEN BRANDS & MEDIA STEPS TO DATA HEAVEN SUMMARY OUTRO
- 74. ALL FIRMS EMBRACING DATA WILL SURVIVEALL FIRMS EMBRACING DATA WILL SURVIVE BUT MOST WILL BE SMALLER PLAYERSBUT MOST WILL BE SMALLER PLAYERS IN THE DIGITAL ERAIN THE DIGITAL ERA
- 75. Big Data Beats Emotions. Mad Men to Math Men Innovative Species Survive. Digital Darwinism Learn Today’s Trends to Coin Tomorrow’s Opportunities Adaptive Media Planning. Predictive Marketing Data to Compete with Amazon’s & Facebook’s Big Data…? Don’t Hate, Integrate!
- 76. CONTENT TRENDS & TECH SHAKING UP ALL INDUSTRIES BARRIERS & BENEFITS OF BIG DATA DATA-DRIVEN BRANDS & MEDIA 7 STEPS TO DATA HEAVEN SUMMARY OUTRO
- 77. MY VISION ON THE FUTURE OF BIG DATA
- 80. “INNOVATION DISTUINGUISHES BETWEEN A LEADER AND A FOLLOWER”
- 81. “OFTEN TIMES INVENTION REQUIRES A LONG TERM WILLINGNESS TO BE MISUNDERSTOOD”
- 82. “BE NICE TO NERDS. WE WILL ALL END-UP WORKING FOR ONE”
- 83. THANK YOU. GRAZIE MILLE. MUCHAS GRACIAS. BLAGODARYA.THANK YOU. GRAZIE MILLE. MUCHAS GRACIAS. BLAGODARYA.
Notas del editor
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Mindshare analyst 2011 vs 2012
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- The primary objective of CORE is to deliver an integrated marketing data / intelligence platform underpinned by WPP (and all its data assets) and the best global 3rd party data providers, that allows the “liberation of data” for our client’s marketers, thereby enabling a fundamental change in the way our client’s marketing and agency teams engage with data (effectively providing the tools to enable their use of data to drive the cultural change from “data naïve” to “data driven”). At its essence the platform aims to deliver the concept of “Marketing Analytics 2.0”: removing the barriers between marketers and data not just at the data collection level, but at the data consumption level as well (bringing analytics and insight to every user and not just the geeks). At the centre, CORE (our Central Operational Reporting Environment), bringing together all disparate, siloed data into one pipe within a single wrapper. This single scalable source allows us to integrate any source, be it Paid / Owned / Earned / Corporate / Retail or 3rd Party date and most importantly allow integration of consumer level attributes across the streams to migrate us from counting clicks to understanding real audiences.
- The primary objective of CORE is to deliver an integrated marketing data / intelligence platform underpinned by WPP (and all its data assets) and the best global 3rd party data providers, that allows the “liberation of data” for our client’s marketers, thereby enabling a fundamental change in the way our client’s marketing and agency teams engage with data (effectively providing the tools to enable their use of data to drive the cultural change from “data naïve” to “data driven”). At its essence the platform aims to deliver the concept of “Marketing Analytics 2.0”: removing the barriers between marketers and data not just at the data collection level, but at the data consumption level as well (bringing analytics and insight to every user and not just the geeks). At the centre, CORE (our Central Operational Reporting Environment), bringing together all disparate, siloed data into one pipe within a single wrapper. This single scalable source allows us to integrate any source, be it Paid / Owned / Earned / Corporate / Retail or 3rd Party date and most importantly allow integration of consumer level attributes across the streams to migrate us from counting clicks to understanding real audiences.
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- To do this we will have to observe the behavior and attitudes moving our understanding of people. From UNKNOWN To a KNOWN. From a company that develops brands and markets those brands to a Mass Market. To a company that will KNOW millions and eventually billions of people. Developing overtime an instinctive, deeply understood intimacy with the people we serve to improve lives, through brilliant brands and experiences. This nothing short of a Revolution. A revolution powered by Crafting Brands for Life, Always On media and Open Source Our brands are not longer there only to fill cupboards but fundamental there to improve their lives.
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- This social ferment in turn is leading to the formation of new household habits. New patterns of living are being formed now, that will be the constant routine for decades to come.
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions
- Help planners construct environments to Nurture Earned for Brands Begin to Reining in the Unpredictability of Earned Optimize and become better at Incubating Earned Think of Paid as the Nutrients Owned as the Conditions