“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