data driven design_digitaslbi
DESCRIPTION
Slides from Alex Loveless (Head of Data at DigitasLBi) who spoke on 'data-driven design' at a breakfast briefing run by BIMA on 18 February 2014.TRANSCRIPT
DATA Driven Design
Alex Loveless Head of Data
DigitasLBi
Big Data (The peak of inflated expectations)
The trough of disillusionment
The Slope of Enlightenment
STOP WORRYING ABOUT BIG DATA
It’s not about the Big data it’s
about the big questions
PPC
DISPLAY
ORGANIC
AFFILIATES
MOBILE
WEB
customer lifecycle
JUST GIVE ME WHAT I WANT!
CUSTOMERS DON’T EXPERIENCE
CHANNELS
OPTIMISED BRAND EXPERIENCE
OMNI-CHANNEL INSIGHT
PPC
DISPLAY
ORGANIC
AFFILIATES
MOBILE
WEB
customer lifecycle PURCHASE
DATA
STRATEGY OPTIMISATION
Personalisation
DATA
media CRM 2nd Party
analyAcs Offline Call Centre
purchase POS
DMP
media CRM 2nd Party
analyAcs Offline Call Centre
purchase POS
MVT
header
logo
hero promo
Targeted module
Targeted module
Targeted Module
promo
nav
Early-Mid-Twenties
Xbox Owner
Likes Football
header
logo
hero promo
Targeted module
Targeted module
Targeted Module
promo
nav Xbox owner
Previously bought Call or Duty
Is probably male 16 - 25
Was previously on Manchester Utd site
Has searched for TV’s
6 Modules
header
logo
hero promo
Dynamic text
Dynamic text
Dynamic text
promo
nav
3 age ranges
2 genders
5 product lines
30 assets per Module
180 Total Assets Created
729,000,000
header
logo
hero promo
Dynamic text
Dynamic text
Dynamic text
promo
nav
Really
Freaking
Big
header
logo
hero promo
Dynamic text
Dynamic text
Dynamic text
promo
nav
Display Ad Affiliate PPC display
Progressive Profiling
Seen Ad
Searches Adds to basket buys returns
There’s a Catch
DON’T TRUST
THE DATA
RISK
RISK
TEST
TEST
TEST
creates
informs
PPC SEO
Social Web
Mobile
Email social 3rd party
purchases CRM
app
behaviour
value segmentation
prediction
behaviour
analysis UX data
customer creative
social
media
DMP
? ? ?
? ? ?
? ?
START SMALL
MAKE A STRATEGY
GO WITH WHAT YOU KNOW
OPEN YOUR MIND
WHAT ARE YOUR BIG QUESTIONS?
CHEERS!