SOMETHING SOMETHING MARKETING SOMETHING

DATA

A Story in Five Parts

WHO AM I?

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Bradley Robb@knownhum

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WHY ARE WE HERE?Is there anything worse than a marketer with a new trend they don’t understand? Web2.0, AJAX, Ruby-on-Rails, Responsive Design - marketers tend to grab onto a trend, demand results and then decry it a sham when magic isn’t immediate. And Big Data is the latest in that long line of advances turned into a buzz word.

But it doesn’t have to be.

Join us this evening when we look at how data, big, small, and in between, is being used to make marketing more objective and less subjective.

WHY ARE WE HERE?

How can we use data to make marketing

more objective?

WHY ARE WE HERE?

How to talk to your kids marketersabout drugs data

A BRIEF HISTORY OF MARKETING

Part 1

JOHN WANAMAKER

1838-1922

Age 24

WANAMAKER CREDITS

• Price Tags

• Return Policies

• Copyrighted Ad Flyers

• Livable Wages

• Direct Rural Mail Delivery

WANAMAKER’S DILEMMA

"Half the money I spend on advertising is wasted;

the trouble is I don't know which half."

THE CHANNEL EXPLOSION

1850 - Today

PRINT

BILLBOARDS 1867

DIRECT MAIL 1872

RADIO Aug 28, 1922

TELEVISION July 1, 1941

TELEPHONE 1950s

THE BIG FIVE

PrintDisplayDirectRadioTelevision

1965 Industry ValueApprox $16.5BAdjusted $123B

WANAMAKER’S DILEMMA

RESOLVEDDirect

OPENPrintDisplayRadioTelevision

EMAIL 1978

DISPLAY 1993

SEARCH 1998

SOCIAL 2004

LOCATION 2013

AND WANAMAKER?

LESSON

Measuring proven success has never been easy.

That’s not new.

HYPE CYCLE

FIRST MOVER ADVANTAGE

He who moves first, moves best

CTR

1994: 78%2014: 0.05%

In 20 short years, banner ads became 99.94% less effective

HYPE CYCLE WITH ABANDONMENT

LESSON

The demand for constant success has left marketers

continually shifting.

MEET JASON FALLS

ON RESULTS-DRIVEN MARKETING

“It may be the death knell for public relations, social media, brand advertising and more.”

http://bit.ly/1eImzxX

“I’m afraid for public relations. Here’s why.”

I’m afraid for public relations. Here’s why.

FEARWeakness

InefficiencyWasteFailure

WHO HAS TIME TO OPTIMIZE?

HOW TO TALK TO YOUR MARKETERS

ABOUT DATAPart 2

MARKETING ≠ ADVERTISING

HTML/CSS/Javascript +

Photoshop +Ruby on Rails +Obj C +Full Server Stack =

“WEB GUY”?

MARKETING =

Advertising +Branding +Content +Communications +

Customer Service +

Media +Public Relations +Social

BRANDING AND BRAND MANAGEMENT

ARE AS RELATED AS JAVA AND JAVASCRIPT

“MARKETER”?

Advertising +Branding +Content +Communications +

Customer Service +

Media +Public Relations +Social =

LESSON

Understand what your marketer actually does

MARKETING AIN’T EASY

TRIALS AND TRIBULATIONS

Fuzzy ConceptsEntrenched DogmaRequired NoveltyFickle Bosses, Clients, CustomersAggressive DeadlinesShrinking BudgetsUnclear definition of success

ACTOR-OBSERVER BIAS

tendency to attribute one's own actions to external causes, while attributing other people's behaviors to internal

causes.

LESSON

The things that make your job suck also apply to

marketers

THINK LIKE A MARKETER

BENEFITSStop the hype cycle

Simply complex thingsTrack successGet predictiveReduce stressSleep better.

Fitter. Happier.

LESSON

Market to your marketers by talking benefits, not

features

STUDY #1 CREATING

CONSTRUCTSPart 3

HOW WRITERS MATURE

First we copyThen we imitateThen we create

VOICE

SyntaxDictionPunctuationCharacter DevelopmentDialogue

VOICE IS A WRITER’S IDENTITY

AN ORGANIZATION’S IDENTITY IS CALLED

THEIR BRAND

ASK MARKETERS TO DEFINE BRAND

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

-Seth Godin

ASK MARKETERS TO DEFINE BRAND

expectationsmemoriesstoriesrelationships

ASK MARKETERS TO DEFINE BRAND

"A Brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company."

-Amir Kassaei

ASK MARKETERS TO DEFINE BRAND

not a product not a promise not a feeling

sum of all experiences

SO...WHAT’S A BRAND?

BRAND STATEMENT

“[Our Company] revolutionizes how the world engages with ideas and information.”

Q: IF BRAND DOESN’T HAVE AN

AGREED DEFINITION, HOW

CAN WE BUILD ONE?

A: CREATE A DEFINITION WE CAN AGREE ON

Meet the Construct

construct - n - [ˈkɒnstrʌkt] - 1. something formulated or built systematically

2. a complex idea resulting from a synthesis of simpler ideas

TREAT MARKETING CONCEPTS LIKE THE

WEATHER

CREATING A CONSTRUCT

1.Find an observable, valid proximate act

2.Determine a standard

3.Measure and record

4. Iterate as needed

BENEFITS OF CONSTRUCTS

Measurable

Repeatable

Comparable

LESSON

Clarify fuzzy concepts by creating measurable

constructs

STUDY #2 PERSONALIZATION

Part 4

DAVID OGILVY

1911-1999

OGILVY ON SELLING OVENS

"The more prospects you talk to, the more sales you expose yourself to, the more orders you will get. But never mistake quantity of calls for quality of salesmanship."

PERSUASION/COMPLIANCE PRINCIPLES

1.Reciprocity2.Commitment and Consistency3.Social Proof4.Authority5.Liking6.Scarcity

MOST MARKETERS DEAL IN

AGGREGATE DATA

TALK TO A PERSON, MARKET TO A

GROUP

PERSUASION ON INDIVIDUALS

“⅓ of the people was less likely to buy a product when it was pitched with an authority strategy,”

Dr. Maurits Kaptein

MEET THE PERSUASION API

CLOSING THE LOOP

“one of the most interesting and actionable approaches to customer segmentation I have seen”

-Rory Sutherland, Ogilvy Group UK

EACH USER GETS A PROFILE

Capture actions and third party data to turn each visitor into a profile.

CREATE RULES

Marketing with If/Then Statements based on the preferences each profile

TALK TO A PERSON, MARKET TO A

PERSON

PERSONALIZE EVERYTHING

“Congrats on the Heat win!”

LESSON

Help marketers leverage data to make all messages personal and automated

STUDY #3 UNDERSTANDING

SUCCESSPart 5

CREATING A MARKETING

CAMPAIGN IS LIKE BUYING A HOUSE

PRE CAMPAIGN WORK

StrategyResearchSurveysFocus GroupsTesting

AVERAGE CAMPAIGN LENGTHS

“Short” Campaigns - 90 DaysSEO + Social Campaigns - 6 MonthsNational Advertising Campaign - 17 Months

ADD WANAMAKER’S DILEMMA AND

THAT’S A HECKUVA LONG FEEDBACK

LOOP

BORROW LIBERALLY FROM LEAN

Create a hypothesisPrototype rapidlyTest and Iterate

MEASURE EVERYTHING.

LESSON

Give marketers access to data in real time to

shorten feedback loops

QUESTIONS?