the big leap: from data to insight by doug kessler

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  • The Big Leap From data to insight

    Doug Kessler Co-founder, Velocity @dougkessler

  • @DougKessler

    Welcome to the biggest sandbox in the history of marketing.

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    The Data Explosion

    Web Analytics Marketing Automation

    CRM

    Engagement Channels Ecommerce

    Offline Transactions

    Surveys & Forms

    Publishers & Partners

  • @DougKessler

    Marketing data tech

    Created by Scott Brinker @ChiefMarTec

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    Marketing data tech

    Created by Scott Brinker @ChiefMarTec

  • @DougKessler

    Marketing data tech

    Created by Scott Brinker @ChiefMarTec

    Own, store & manage your own data.

  • @DougKessler

    The Marketing Data Lake

    The Marketing Data Lake

    Franz Aman & Anish JariwalaISBN 978-0-9976012-0-6

    Franz Aman & Anish Jariwala

    How a new generation of marketing analytics (and a Big Data mindset) changes absolutely everything.

    Most marketers have never been able to answer the simplest questions about their activities. Questions like, Whats working? and How much revenue have we created?. But very few teams have been able to overcome the considerable obstacles to this kind of visibility and accountability. The Marketing Data Lake is about one teams pioneering efforts to tackle this critical marketing challenge. Its also about a powerful new idea for connecting the dots of marketing, integrating your most important data across your marketing applications and answering the simple questions that marketers have struggled with forever.

    Franz Aman Anish Jariwala @ Informatica

  • @DougKessler

    Data Warehouse

    Data Lake

    Data Types Structured Un- or Multi-structured

    Database schema

    Schema-on-write

    Schema-on-read

    Cost Expensive Low-cost

    Agility Low High

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    Data Lake

    Analytics

    Visualization

    Personalization

    Campaign Management

    AdTech

    Channels

    Website Modeling

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    Data is not an end in itself.

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    Data is not an end in itself.

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    Data is only useful if it helps us generate insight.

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    Data is only useful if it helps us generate insight.

    To guide strategy To shape action To inspire content

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    Insight is a non-obvious understanding about your customers

    Paul Laughlin, IoDM

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    Data: People feed their pets twice a day

    Kevin Davis, DDB

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    Observation: They tend to feed them at breakfast and dinner

    Kevin Davis, DDB

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    Insight: People feel guilty about eating in front of their pets.

    Kevin Davis, DDB

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    Ahi tuna on brown rice with carrots, tiger prawns, egg, garlic, and kale in ahi consomm

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    Ahi tuna on brown rice with carrots, tiger prawns, egg, garlic, and kale in ahi consomm

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    Data Insight Content

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    Leap 1 Leap 2

    Data Insight Content

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    Turning data into insight. Five approaches.

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    1. Start with a single data point

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    Only 2% of women consider themselves beautiful.

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    Ads Videos Workshops Sleepover Events A Book A Play Research Studies A Touring Exhibition

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    One insight.

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    2% of women think theyre

    beautiful

    Data The $3 squillion beauty industry

    is built on an unrealistic ideal

    that makes women unhappy.

    Insight Content

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    2. Segment your customer base

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    One moribund brand.

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    One content explosion.

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    One content explosion.

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    One content explosion.

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    One content explosion.

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    Dollop-able

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    Segmentation releases relevance.

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    3. Make surprising connections

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    Kids spend less than an hour a day outside.

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    Weird connections between data sets can spark insights.

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    4. Watch how data changes through the customer journey

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    The Data-driven Mothers Journey

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    Gather data to help map content to journey stages.

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    5. Think small

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    Start with a single data point. Segment your customer base. Make surprise connections. Map insights to the customer journey. Think small.

  • Thanks! Doug Kessler VelocityPartners.com @dougkessler

  • @DougKessler #TFM16

    The content

  • @DougKessler #TFM16

    Kids are more frightened of

    embarrassment than they are of death.

    The insight The content

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    With insight Without insight

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    With insight Without insight

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    137,400,882 11,174 12,296

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    Insight multiplies your content marketing budget by 12,296 times.

    Science

  • martechconf.com #MarTech

    MEDIA & ASSOCIATION PARTNERS:

    www.martechconf.com