What To Do With All This Data? #SXSW #OgilvySXSW

Download What To Do With All This Data? #SXSW #OgilvySXSW

Post on 15-Jul-2015

2.711 views

Category:

Technology

2 download

TRANSCRIPT

  • TH ERES CERTA IN LY NO SH ORTAGE OF DATA OU T TH ERE, BU T H OW

    M A RKETERS A N D BRA N DS U TILIZE TH IS VA ST RESOU RCE IS STILL

    BEING W ORKED OU T

    WHAT TO DO WITH ALL THIS DATA?

  • DECADES AGO, MARKETERS WOULD HAVE LOVED TO HAVE DEEP, PERSONAL INSIGHTSINSIGHTS ABOUT THEIR CONSUMER BASE. IT MAY HAVE SOUNDED INTRUSIVE THEN, BUT NOW WERE GROWING USED TO IT. FOLKS ARE COMING TO TERMS WITH THE IDEA THAT LIVING DIGITALLY COMES WITH MAJOR PRIVACY TRADE OFFS. HABITS, LIKES AND DISLIKES ARE ALL PUBLIC INFORMATION NOWINFORMATION THAT BRANDS HOPE TO CAPITALIZE ON. THATS NOT SO SIMPLE. THERES SO MUCH OF IT OUT

    THERE THAT ITS DIFFICULT TO MAKE USE OF IT EFFICIENTLY. HOW CAN ALL THIS DATA BE PROPERLY MEASURED, AND WHATS THE END GAME FOR BRANDS AND

    CCONSUMERS? THESE QUESTIONS WERE AT THE FOREFRONT OF A PANEL DISCUSSION AT SXSW FEATURING SOME TOP INDUSTRY LEADERS, ALL OF WHOM HAVE A HORSE IN

    THE RACE.

    SO M U CH DATA

  • JEREMY DALY, EXECUTIVE STRATEGY DIRECTOR OF Y&R OPINED THAT THERE COULD BE TOO MUCH DATA OUT THERE. SINCE THE AVAILABLE DATA IS CHANGING

    CONSTANTLY, GAUGING ITS MEANING REMAINS AN UPHILL BATTLE. WILLIAMS NOTED THAT WE OFTEN ONLY REPORT OUT ON SUCH A SMALL FRACTION OF THE DATA THAT WE RECEIVE. AND STEVE WIRIG, SOCIAL MARKETING EVANGELIST OF DIGITAL

    MARKETING FOR ADOBE, POSITED THAT ALIGNMENT OF DATA TO CORE BUSINESS OBJOBJECTIVES IS THE KEY. OFTEN, HE SAID, THE SOCIAL DATA THAT IS COLLECTED

    DOESNT FALL IN LINE WITH BUSINESS OBJECTIVES, AND THUS CAN BE RENDERED USELESS.

    M EA SU RING W H AT M ATTERS

  • IF DECIPHERING DIFFERENT TYPES OF DATA AND MEASURING WHAT TRULY MATTERS REMAINS DIFFICULT, HOW ARE WE SUPPOSED TO ULTIMATELY MAKE USE OF ALL THIS INFORMATION? ACCORDING TO WILLIAMS, DATA CAN UNLOCK NEW OPPORTUNITIES. IT CAN BE USED TO UNDERSTAND THE CUSTOMER ONLINE JOURNEY, WHICH IN TURN

    CAN HELP BRANDS TO BUILD RELEVANT CONTENT AND ENGAGEMENT OPPORTUNITIES. ITS IMPORTANT, SHE FINISHED, TO THINK ABOUT A CUSTOMERS

    AFFINITIES AND NOT SIMPLY THE FINAL CLICK.

    M A KING U SE OF DATA

  • FOR BRANDS, MINING THROUGH THIS MUDDLE CERTAINLY ALLOWS THEM TO LEARN MORE ABOUT THEIR CUSTOMERS, BOTH PRESENT AND FUTURE. BUT, AS JANE SSCHACHTEL, FACEBOOKS GLOBAL HEAD OF TECH STRATEGY NOTES, SOMETIMES CONSUMER INTENT IS IMPLIED BUT NOT CLEAR. THERES A FINE LINE THAT HAS TO WALKED. BUT, IF DONE CAREFULLY, THE INFORMATION AVAILABLE THESE DAYS GIVES BRANDS THE OPPORTUNITY TO DELIVER SOMETHING MEANINGFUL TO CONSUMERS, AND CAN EVEN SURPRISE THEM ALONG THE WAY. FOR CONSUMERS, PRIVACY IS

    OFTEN A CONCERN. HOWEVER, ITS ALSO A PERSONAL CHOICE, AND AS SCHACHTEL NOTED, THIS YOUNGER GENERATION IS MUCH MORE UNDERSTANDING OF THE IDEA OFOF SHARING PERSONAL INFORMATION. WHATS IMPORTANT IS THAT THEY RECEIVE SOME SORT OF VALUE IN RETURN. AND THERES THE ALL-IMPORTANT TRUST FACTOR

    THAT CANNOT BE IGNORED.

    W H ATS IN IT FOR BRA N DS A N D CON SU M ERS?

    data-coverdata-content1data_content2data-content3data-content4data-content5