Tommortonsommatalkforslideshare 120222100707-phpapp01

• 1. 22nd February 2012POETS AND QUANTS HOW BRAND PEOPLE CAN LEARN TO LOVE BIG DATATom Morton, chief strategy officer, Euro RSCG NY@TOMMORTON @EURORSCGNY

2. ITS AQUANTSWORLD 3. Market and technology factors are theIn 2010, people two most powerful external forcesgenerated 800BN GBaffecting your organization today.of data The four biggest challenges you identifiedwere the explosion of data, socialmedia, the proliferation of channels andA MacBook Air ofdevices, shifting consumerdata for every person demographics.on earthMcKinsey estimatesthat the US workforceneeds 1.5m data-literate managers tocope with thisexplosion 4. ITS A QUANTS INDUSTRY 5. Everyone is coming to the same place, trying tofind the sweet spot between tech, creative anddata."The largest brands in the world were gettingincomplete solutions from their myriad vendors.Clients, in my view, are finding it more credible toreach into marketing from technology rather thanthe other way around.Glen Hartman & Brian Whipple, Accenture Interactive 6. The Old Spice campaign was a wildlyexpensive manual execution.When you ask, How do you do thatat scale on an ongoing basis? theroom gets quiet. Glen Hartman, Accenture Interactive 7. Les BinetGareth KaySarita Bhatteuropean directorchief strategy officerMD, digital planningDDB Matrix Goodby SilversteinEuro RSCG NYWilliam Charnock Paul Matheson Marc Blanchardchief strategy officer chief strategy officercreative directorRG/A New YorkBBDO North AmericaEuro RSCG 4DJess Greenwood Suzanne PowersMatt BlascoUS editorglobal strategy officer MD, analyticsContagious MagazineCrispin, Porter + Bogusky Euro RSCG NYRichard Huntington Rory Sutherland Richard Notariannichief strategy officer former presidentexecutive directorSaatchi & Saatchi UK IPA Euro RSCG NY HOW ARE CREATIVE INDUSTRY LEADERS RESPONDING? 8. THERES STILL A PLACE FOR POETS 9. ATTENTION POETS:THERES NO OPT-OUT FROM BIG DATA 10. This is a wholly artificial division that if we dontstop is going to get out of control.It will be a disaster for strategic planning inparticular:allowing some planners to exempt themselves fromthe data they cant be bothered to investigate,and allowing other people to think that they are astrategist though they havent a brand strategy orcreative bone in their body. Richard Huntington, Saatchi & Saatchi 11. ONCE UPON A TIME, POETS ANDQUANTS LIVED IN HARMONY 12. "The account planner is thatmember of the agencys teamwho is the expert at working withinformation and getting it used -not just marketing research but allthe information available to helpsolve the clients advertisingproblems.Stanley Pollitt 13. THE MORE THE INDUSTRYSEPARATES DATA FROMCREATIVE DEVELOPMENT THE LESS OPPORTUNITY THEY HAVE TOINFLUENCE EACH OTHER 14. DATA VISUALIZATION IS THE GATEWAY DRUG 15. Someone does a TED talk Russell Davies interprets it A cool Swedish agencyon a subjectfor the creative industrydoes something with itTHE CREATIVE INDUSTRY ADOPTION CURVE 16. OUR AMBITIONS NEED TO BE HIGHER THAN BETTER GRAPHS 17. BIG DATA IS TELLING US THE TRUTHABOUT HOW BRANDS GROW(AND ITS WHAT THE POETS BELIEVED ALL ALONG) 18. Audiences dont seerational differences andRTBs between brandsBrand growth is due topenetration growthPromotions dont growbrandsCommunication is lowinvolvementEmotion and memoriesare the most powerfulway to communicate 19. A MORE LATERAL, HUMAN APPROACH TOBIG DATA IS YIELDING A MORE INSIGHTFULPICTURE OF HOW PEOPLE BEHAVE 20. Atlantic City Foxwoods & Mohegan Sun (Combined Properties) 69%68%EXAMPLE: UNDERSTANDING THE ATLANTIC CITY AUDIENCE 21. AT FIRST GLANCE: NO COMMON GROUND? 22. SPOTTING THE SHARED TRAJECTORY THEYRE PURSUING THEIR GENERATIONS DISTINCT VERSION OF THE GOOD LIFETHEYRE ALL DOING WELL AND LOOKING FOR RECOGNITION AND REWARD Rising Young SinglesEstablished Gen XSuper ElitesBooming BoomersActive SeniorsFamilies Drive new carsRely on mobileExpensive toys (sail Like driving luxury autostechnologyPay anything for tech boats, jet and buying antiques Strive to keep thingsthey want ski, kayak, watersimple and stayEat junk food butActive, fit, in-motionski, snowboard,) healthyprefer gourmetActive, fit, playful Power boats, golf and Understand and valueSuper fit, high energyBuy same stuff as Buy stuff they see ingardens the idea of dutysports-peoplecelebrities shows and movies Like to lookDress conservativelyAre the people you see inLike to make unique Like to stand out in a conservative and look and read the fine printmoviesfashion statementscrowdfor style that stood test Cant say no to theirLike to do yoga andof time kidsLove shopping in newLove shopping forweight trainstoresclothesFinancially secure, timeGood at managingEverything they wear isvs. Money their moneyGetting to top of their Money is the symbol ofbest qualitycareers successCrave recognition of theirsuccess 23. BIG DATA STILL NEEDS BIG INTERPRETERS 24. DATA IS A RAW MATERIAL FOR CREATIVITY 25. NIKE+: VISUALIZING LONDONS EARLY RUNNERS 26. 120 DATA FIELDSIN EVERYTRANSACTIONWHAT COULDYOU MAKE WITHTHEM? 27. NIKE FUEL: CREATED FROM DATA + CREATING DATA 28. BUDDY: CREATING SOCIAL GOOD THROUGH BIG DATA 29. FROM OPTIMIZING ATTHE END OF THE PROCESSTO INSPIRING AT THESTART OF THEPROCESS 30. THE POETS APPROACH TO BIG DATA 31. Creative use of data, leading to more inspirationat the beginning of the development processMashing the behavioral, transactional, social andattitudinal data surrounding todays brands.Applying deep rigor and discipline to highlyspeculative leaps of faith.DATA JACKINGDATA NARRATINGDATA FUELLING 32. You cant let big data do the talking without anintelligent psychological model to work with.Time for Poets to put themselves forward asinterpreters.DATA JACKINGDATA NARRATINGDATA FUELLING 33. Data offered upfront as raw material for creativity.Here are the data fields we collect aboutcustomers: what could you create from them?DATA JACKINGDATA NARRATINGDATA FUELLING 34. Journalists need to treat data as acharacter in one of their news stories.Datas just a source. You need to knockon the door and ask the data if it has astory to tell.Aron Pilhofer, New York Times 35. A HUMAN, LATERAL APPROACH TOPSYCHOLOGY CREATED QUAL RESEATCHA GENERATION AGO A HUMAN, LATERAL APPROACH TOBIG DATA COULD CREATE A NEW PRACTICE TODAY