connecting consumers through data
TRANSCRIPT
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CONNECTING CONSUMERS THROUGH DATA
HOW POPULAR BRANDS FACE THE MULTI-SCREEN REALITY
Nathan Barling, Global Chief Data & Technology Officer, iProspect
@NathanBarling
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Marketers normally build plans up to a year in advance
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Everyone has a plan until they get punched in the face.
- MIKE TYSON
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88% of digital marketers consider real-time marketing critical to their success
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Data driven decisions have become the expectation
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the marketing ecosystem continues to grow massively complex
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need to build connected story across all touch points
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To review.. you need real-time, data driven, omni-channel, multi-device, connected story telling campaigns across the entire consumer journey… sound easy?
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In 2015, the average human attention span is
shorter than that of a goldfish.
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In 2015, there will be nearly 3 billion Internet users - more
than 40% of the world’s population mostly due to
mobile smart phone usage.
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An Estimated 27,000,000
pieces of content are shared daily
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Have marketers matured our content distribution methods?
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Content that uses crude audience targeting
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Content with a lack of relevance
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Advertisers must evolve or face extinction
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s c i e n c e
You must find the balance between the art
and the science
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Source:HarvardBusinessReview
Companies with skilled data analysts outperform competition
by more than 24%
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Synchronised advertising increases awareness and brand & image metrics.
Synchronised cross-screen campaigns bring increased ad awareness:
-58%
+42%
Uplift in Brand and image metrics through synchronised cross-screen campaigns:
Brand Attitude +38%
Word of Mouth +18%
Purchase Intention +8%
Brand Interest +9%
“A brand I trust” +21%
“Innovative brand” +62%
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923
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9 24
Germany wins the World Cup!!
Congratulations to both teams on a great
match.
0m
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Guerilla Advertising
Raining again in London? It is beautiful in Paris
today, plan your holiday now.
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Ifaveragetemperature…
>18⁰C<18⁰C
Revenue increase of 586% Cost of sale decrease by 16%
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Stock Market
Geofencing Bidding
Temperature Ad Copy Insertion
Reactionary Weather
Exchange Rates
Competitor Price Comparisons
TV/Radio Response Bidding
Guerilla Activation
Website Story Carryover
Pop Culture Events
OOH/Door Drop Location Bidding
Search+ Social
Solutions
00:10
25oC
AB
£
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Data is nothing on its own. Actionable insights drive value
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W
ONE CONSUMER
PROGRAMMATIC
2ND SCREEN
DISPLAY
VIDEO
PAID SEARCH
PAID SOCIAL
ReACTION ID
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LOTTERY
WINNINGS
REQUES
TSPRIN
T DROPS
SPORT EVENTS
LIKES
VIDEO PLAYS
EMAILS
MOVIE
RELEASE
S
SIGN-UPS
POP CULTURE
EVENTS
DEVICE
TARGETING
ALLERGY
LEVELS
REACTIVE
WEATHER
TELE
VISION
ADS
FINANCIA
L
MARKETS
DOWNLOADS
DOODLE
AFFILIATE
RETWEETS
SHARESBE CREATIVE
RADIO
ADS
FOLLOWS
DAYTIME
TARGET
ING
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THANK YOU
Nathan Barling Chief Data & Technology Officer
iProspect