If you got to know me…Jonathan Lyon, Global Director of Strategic Insight, LBi

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IF YOU GOT TO

KNOW ME…

Jonathan Lyon

Global Director of Strategic Insight

people are more than the

actions we ask them to take

we need to understand them

beyond the context in which we

asked them to act

the math and the music

the pixel and the portrait

It’s about data driven storytelling to uncover truth

mining and mapping digital desire paths

not charting customer journeys

It’s about going beyond the analysis of impressions

and mapping expressions

of intent, desire, passion and interest

mining the big data flows to create a representation…

not of all of us

but each of us

think, feel, say and do

With a more granular and forensic understanding of people as people we can architect new brand engagements...

engineered serendipity

anticipatory advertising

personalised persuasion

“I AM THE QUERY”

Hit me with me some serendipity.

Given data about me, find new things I will like. If I like a thing, find more of it, or remove the thing I don’t.

the new imperative

• Leverage data derived signals to uncover actionable

insight

• Understand people better, in depth, individually and at

scale

• Interrogate evidenced based behaviour to provide

actionable intelligence that shapes, guides and informs

strategy at scale and pace

the web is changing

big data landscape

Implicit and explicit

signals of

- Behaviour

- Interest

- Lifestyle

- Perception

- Consideration

- Recommendation

- Advocacy

- Purchase Propensity

evidenced insight through real data

provides a unique opportunity to understand whatpeople are paying attention to and engaging with. Not by asking them, but by measuring moment by moment what they engage with, when, where, with who for how long, and how it makes them feel and how it makes them behave.

our approach

• Our approach is to provide a forensic understanding of consumers beyond transactional metrics and performance

• By understanding the ‘whole’ consumer we provide an acute understanding of how best to drive engagement

• We believe in moving beyond numbers and humanising data to understand people as people, not metrics

• In today's omni-channel, multi-device ecosystem, our marketing promise needs to be "right place, right time, right offer"

• This requires forensic insight at scale

Think

Feel

Say

Do

big data implications

It’s not about

BIGGER spread

sheets, it’s

about bigger

ideas

data distinction

social media is the set

of applications and platforms allowing people to participate in online social activities

social data is the collective

information produced by millions of people as they

actively participate in online activities

Vs

social data DNA

social data

demographic

product

intention

psychographic

Interest

behavioural

location

recommendation

Data approach

• We focus not just on collecting data on historical behavior, but on

connecting data to anticipate how, where and when to engage

consumers

• We go beyond transactional and online behaviour

• The true significance of the massive digital and big data flows is our

ability to uncover the interests and passions through which brands

can engage consumers

SO HOW DO WE THIS?

How?

• Massive ingestion of social signals from across the social web

• We classify, categorise and map all behaviours and actions to

entities, people, places, cultural references and brands

• We create interest maps and relationship networks for each identified

profile

• We then cluster these to create tribes with behavioural markers and

augment and enrich prospect and customer profiles with this data

addressable audiences

Identifying addressable audiences beyond the base is key.

Knowing who they are, where they are and how to engage them is today’s marketing imperative.

Brand Connected

Brand Affinity

Brand Referenced

Objective

Identify prospects across social touch points and map interests, likes, behaviour, to better understand key drivers to improve conversion with context sensitive, relevant messaging across display, email, social and DM

Addressable Audience Profiling

Match Addressable Audience to Social Identities

+ name@email.com+ additional known data points

Social Identity Resolution

Circa 25% match rate to social identity

Recursive Iterative Identity Resolution

Circa 75% match rate to social identity

Profile Addressable Audience with Social Data

Brand, app, tv, music page likes, engagement and sharing

Following who classified by interest and engagement levels

Pins pinned, on which boards, from where, which categories

Brand / product tagged photos

Following, circles, engagement by brand, interest, topic

Channel subscriptions, video likes and comments by theme, subject area

Check-ins by brand centric location

interest graph mappingpassions, interests, consumer tribe

social touch point behaviour

social data ingestionAt scale in real time

social touch point behaviourengage, share, like, comment, contribute

experience continuation

interest mapping

display

CRM

configurator

“mapping audiences –

fashion retailer”

Audience Interest Mapping

• Clustered Network Analysis for community

detection using algorithmic approach to identify

‘communities’ of interests

• Three can clearly be seen:

- Football (blue)

- Popular culture (largely females, yellow)

- General sports and sport news channels (red)

This gives us a solid foundation upon whi to understand at a higher level, what our audience is intersted in.

Interest Engagement

0%

5%

10%

15%

20%

25%

30%

BBCSporf

piersmorgan

GaryLineker

Joey7Barton

footballacca

UberFacts

SkySportsNews

MarioBaloltelli

rioferdy5

BBCSport

YouTube

themichaelowen

frankieboyle

RobbieSavage8

FootyAccums

FootballFunnys

rickygervais

RoyCropperNOT

timlovejoy

Lord_Sugar

sickipediabot

Footy_Jokes

SkySports

GazGShore

WayneRooney

JodieMarsh

GNev2

JeremyClarkson

Comedy/ banter

Football players/ pundits

Facts & news

Celebrities

Venue Identification

Content Engagement (video)

A FINAL THOUGHT

digital information is just people in disguise

THANK YOU