santalytics - how twentynz helped santa
TRANSCRIPT
“What” sources• Wishlists - Santas Elves• Repor t Cards
- Ministr y of Education• Regifts - TradeMe• Tantrums in Toy Stores
- CCTV footage
“How” sources• Weather - Metservice• Routes - Flight Mapper• House entry - 2014 Census• Advancements in flight
technology - NASA
“Why” sources• Current believers - Tooth Fair y,
Easter Bunny and Mall Santas• Age of siblings - 2014 Census• Bed times - Social Media
Wrong name -31%
Giving the wrong gift -56%
Stress induced coma -100%
Rebel
...BUT A WISH ISN’T ENOUGH, SO WE LENT SANTA A HAND.
Christmas was coming as it did year after year, when the Twenty elders heard a tale that wasn’t so rare.
Recollections of a Christmas some kid asked for a bike, and the hell that broke loose when he discovered a kite.
After the thunder of tantrums and screams of war, the honey-glazed ham had ended up on the floor.
It was then that they saw a direct correlation, between poor standards of gifts and increased population.
It seemed Santa’s data was a bit of a mess, and over the years he had succumbed to the stress.
Knowing that Santa could be great once again, Twenty sat down with a pad and a pen.
A direct campaign so big there’s no way it could miss, to give all our clients the best possible Christmas.
Outlining a strategy and how the Twenty team ticks, the North Pole agreed to begin Santalytics.
SANTALYTICS
Merge it all togetherLastly dedupe all those who have cheated
It was time to assure that the data rang true, and through the chaos it emerged, as a Single Child View.
Purge what’s not needed
Time was of the essence as Christmas drew closer ;lack of sleep through late nights, yet the team kept composure.
With all the information falling nicely in place,all that was left was to visualise the case.
MIRACLE MODELLING
Anti-matter fuel injected, V1200 streamline engine with carbon intake convertors
Aerodynamically designed hull to mimic the flight of
the Peregrine FalconStrengthened carbon fibre panelling for an improved weight to thrust ratio
Heat map of toy store clusters
Most efficient route
Brake rails sharpened by Gorō Nyūdō Masamune
– creator of the Katana sword
Presenting our findings to the big man himself, we made our way nor th to speak with him and the Elves.
After a long moment of silence, Santa finally spoke, he said, “From my oblivious slumber, it seems I’ve awoke,”
“Efficiency equals more time; which means better gifts, and with a greater propensity to believe, we’ll have less little shits.”
With a handshake and a nod, Twenty walked away with a smile, knowing your Christmas was safe for a while.
Although we’re confident we’ve solved a conundrum, we’ll soon send you the results, in case you were wonderin’.
But until we touch base in the New Year to come, have a magical Christmas and a sleigh load of fun.
SLEIGH STREAM OPTIMISATION
STOCKING SEGMENTATION
PROPENSITY TO BELIEVE
footprints2
Leaving proof of existence
Change in belief: +48%Stress of staying anonymous: -78%
Conversion of non believers: +47%
BeardedPrison cook
Hipster BuffetV.I.P
Perfect MallSanta
Enthusiastic
Rotund
Choosing the right representative
Change in belief: +82%Time reading wish lists: -39%Naughty or nice errors: -57%
left behind75%
eaten25%
Managing tradition
Change in belief: +32%Weight effect on sleigh: -48%Santa’s risk of diabetes: -67%
WHO’S BEEN NAUGHTY OR NICE?
No.
of c
hildr
en
AKL
Naughty Nice
WGTN DUNHAM CHC
300k 250k 200k 150k 100k50k
From wish lists to weather tips,
the data poured in. And with an average
of bed times, the real work could begin.
TiaraDiaryJewellery Kit
Princess
Gaming PCComic Con tickets
Subscription to Geek magazine
The Brain
No. 8 WireBorder Collie
Swanndri
Country
Nike FREESAll Blacks tickets
Rugby ball
Jock
NiceNaughty
Introvert
Extrovert
iPadSunglassesClutch
Style Guru
Choosing the right representative +82%
Managing tradition +32%
Leaving proof of existence +48%
WE WISH YOU THE BEST
CHRISTMAS IN ALL OF THE LAND. . .
Bars of belief
CoalCoalCoal
HO HO HO! MERRY CHRISTMAS!
DASHING DATA