STORYTELLING WITH DATA March 21, 2014
Wednesday, March 26, 14
Hello The Data You Will Use -
A Shift To Digital
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The Basics Of Digital Analytics
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Collecting Impactful Data
The Stories You Will Tell -
Marketers’ Motivations
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Where It All Begins: The Consumer
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Other Valuable Stories Data Can Be Used To Tell
The Methods You Will Use -
Creating Arresting Visuals
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Connecting Numbers To Emotion
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A Word Of Caution
Wrap-up and Review
1:45 - 2:00 2:00 - 2:15
2:15 - 2:30
2:30 - 2:45
2:45 - 3:00 College of
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Picture yourself somewhere right about here.
+ College of
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The Data You Will Find
The Stories You Will Tell
The Methods You Will Use
College of
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The Data You Will Find
College of
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Geeks | Devices | Observations
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“
Over the next few years Geeks in Marketing will become one of the most disruptive force [sic] in a discipline that traditionally was driven by big creative personalities. Michael Fassnacht, President Draftfcb Chicago February 2006
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College of
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According to Procter & Gamble, shoppers make up their minds about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) the “First Moment of Truth," and it's considered the most important marketing opportunity for a brand. — Wall Street Journal, 2005 Wednesday, March 26, 14
College of
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The 3-step model of marketing
Stimulus
First Moment of Truth At shelf In-store
Second Moment of Truth Experience
College of Source: Proctor & Gamble, 2005 Wednesday, March 26, 14
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2005
College of
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2013
College of
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Stimulus
First Moment of Truth Pre-shopping | In-store | In-home
At shelf In-store
Second Moment of Truth Experience
College of Source: Google Wednesday, March 26, 14
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ZMOT in action is messy
College of Source: Google Wednesday, March 26, 14
media
“
Web analytics is the assessment of a variety of data...to help create a generalized understanding of the visitor experience online. Eric Peterson, “Web Analytics Demystified” (2004)
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Web analytics challenges remain real 54%
Managing and integrating data
50%
Ensuring data quality
Staffing and management cimmitment
Communicating and interpreting results
42% 38% College of
Source: Aberdeen Group, 2013 Wednesday, March 26, 14
media
Web analytics data come from a variety of sources •
Web traffic data
•
Web server performance data
•
Web transactional data
•
Usability studies
•
User submitted information and related sources
College of Source: Eric Peterson, “Web Analytics Demystified” (2004) Wednesday, March 26, 14
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The pyramid model of web analytics data
Unique Visitors
gV alu
eo
fD
ata
Uniquely Identified Visitors
rea
sin
Visits
Inc
Page Views Hits Volume of Available Data
Source: Eric Peterson, “Web Analytics Demystified� (2004) Wednesday, March 26, 14
College of
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The pyramid model of web analytics data Uniquely Identified Visitors
User submitted information and related sources
Unique Visitors
Web transactional data
gV alu
eo
fD
ata
Usability studies
rea
sin
Visits
Inc
Page Views
Web server performance data Web traffic data
Hits Volume of Available Data Source: Eric Peterson, “Web Analytics Demystified� (2004) Wednesday, March 26, 14
College of
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Qualitative data can reveal stunning human insights MAIN ST STATE ST
Source: Draftfcb Wednesday, March 26, 14
Interviews
Exercises
College of
Archeology media
MISS versus MADEMOISELLE
28 In a relationship Works full time Social Outdoors Source: Draftfcb Wednesday, March 26, 14
AMERICAN
28 In a relationship Works full time Social Outdoors
FRENCH
College of
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MISS versus MADEMOISELLE
28 In a relationship Works full time Social Outdoors Source: Draftfcb Wednesday, March 26, 14
AMERICAN
28 In a relationship Works full time Social Outdoors
FRENCH
College of
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MISS versus MADEMOISELLE Healthy Content Relaxed Sincere Likeable Adventurous Balanced Social Happy Calm Sophisticated Stressed Optimistic Independent Successful Smart Artistic Trustworthy Straightforward Creative Busy College of Source: Draftfcb Wednesday, March 26, 14
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The Stories You Will Tell
College of
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Reasons | Frameworks | Insights
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Marketers’ motivations behind web analytics are clear 52%
Improve targeting
43%
Align with sales goals
39%
Gain insights into campaign effectiveness Identify cross- / up-sell opportunities
22%
Optimize marketing activities
22% College of
Source: Aberdeen Group, 2013 Wednesday, March 26, 14
media
Brands use data primarily to target consumers
>" Demo Demographic Demo Female, 25-45
Female, 25-45
Interest Interest Interest Female, 25-45 Female, 25-45 Loves espresso
Loves espresso
>"
>"
Intent Intent
Remarketing Remarketing
Female, 25-45 Loves espresso Visited home espresso sites Loves espresso Visited espresso site
Female, 25-45 Loves espresso Visited home espresso sites Loves espresso Bought from Nespresso.com Visited espresso site Bought from Nespresso.com
Intent Female, 25-45
Remarketing Female, 25-45
College of Source: Google Wednesday, March 26, 14
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College of Source: C.P. Russell, 1921 Wednesday, March 26, 14
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College of Source: McKinsey & Company Wednesday, March 26, 14
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What creates the need? College of Source: McKinsey & Company Wednesday, March 26, 14
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Which brands are top of mind?
College of Source: McKinsey & Company Wednesday, March 26, 14
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What criteria are used to drive choice?
College of Source: McKinsey & Company Wednesday, March 26, 14
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What brand wins at shelf?
College of Source: McKinsey & Company Wednesday, March 26, 14
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Does the product live up to expectations? College of Source: McKinsey & Company Wednesday, March 26, 14
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What does the brand say about the consumer?
College of Source: McKinsey & Company Wednesday, March 26, 14
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College of Source: McKinsey & Company Wednesday, March 26, 14
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College of
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College of Source: McKinsey & Company Wednesday, March 26, 14
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? ? Source: McKinsey & Company Wednesday, March 26, 14
College of
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Digital data can be utilized in many other valuable ways “Multivariate & A/B Testing”: Trying two (or more) creative executions and monitoring response “Site Optimization”: Tracking site flow and information architecture to improve the consumer experience “Media Optimization”: Determining what media works and what does not “Attribution Modeling”: Collecting all interactions for all channels and determining relative impact College of Source: iCrossing Wednesday, March 26, 14
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The Methods You Will Use
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See it | Feel it | Own it
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College of
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College of
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College of
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College of
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Why is this so beautiful? •
Simple
•
Invitingly interactive
•
Interesting
•
Full of insights, not numbers
•
“Trustworthy”
College of
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Patterns. Our brains are very good at finding them.
College of Source: Adapted from Werzowa, Johnson, Lanahan and Shillum Wednesday, March 26, 14
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It detects differences.
College of Source: Adapted from Werzowa, Johnson, Lanahan and Shillum Wednesday, March 26, 14
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It detects differences.
College of Source: Adapted from Werzowa, Johnson, Lanahan and Shillum Wednesday, March 26, 14
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Rseaerch aslo icntidaes taht the oerdr of the ltteers in a wrod dnsoe’t relaly mettar. Waht relaly mtteras is the frist and lsat leettr in the wrod. If tehy are in the rhgit palce, you can raed the wdors. College of Source: Adapted from Werzowa, Johnson, Lanahan and Shillum Wednesday, March 26, 14
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Even genius repeated is monotonous.
College of Source: Adapted from Werzowa, Johnson, Lanahan and Shillum Wednesday, March 26, 14
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56 bars 45 repeats of the same motive 4 exact repeats 14 similar notes with the exact rhythm 27 exact rhythm. College of Source: Adapted from Werzowa, Johnson, Lanahan and Shillum Wednesday, March 26, 14
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“
[T]he best and most beautiful things in the world cannot be seen nor even touched, but just felt in the heart. Anne Sullivan (June 1891)
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50%
of the Great Barrier Reef has disappeared in the last 30 years Australian Institute of Marine Sciences
College of
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3,500
languages spoken today will not exist in the next century Cambridge University
College of
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780
million people do not have access to clean drinking water today United Nations
College of
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FACT:
The US consumes 7,117,500,000 barrels of crude oil annually.
College of
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FACT:
The US consumes 7,117,500,000 barrels of crude oil annually. REALITY:
‘Millions and billions’ are a foreign language to most people. College of
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1
Put it in a unit people understand.
2
Use a familiar comparison.
3
Phrase it terms of the everyday.
4 Find the morale dimension. 5
Make it personal. College of
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Put it in a unit people understand:
Americans use enough oil each day to make
36 billion plastic water bottles. College of
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Use a familiar comparison (like distance):
Each day, Americans use enough oil for
39trips to the sun and back. Wednesday, March 26, 14
College of
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Use a familiar comparison (or time):
2minutes,
In
America goes through a million gallons of oil. College of
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Phrase it in terms of the everyday:
Americans use
48times more oil than water every day. College of
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Find the moral dimension:
4decades
In just
the world’s finite oil supply will be gone forever. College of
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Make it personal:
In a year, a typical American family uses
SEVENTY barrels of oil. Wednesday, March 26, 14
College of
media
1
Put it in a unit people understand.
2
Use a familiar comparison.
3
Phrase it terms of the everyday.
4 Find the morale dimension. 5
Make it personal. College of
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College of Source: Friendster, Draftfcb analysis Wednesday, March 26, 14
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College of Source: Friendster, Draftfcb analysis Wednesday, March 26, 14
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College of Source: Friendster, Draftfcb analysis Wednesday, March 26, 14
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High
Quad II: Buddies
Quad I: Crushes
Low Relevance, High Adoration
High Relevance, High Adoration
Quad III: Outcasts
Quad IV: Villains
Low Relevance, Low Adoration
High Relevance, Low Adoration
SHARE OF LOVE VIS À VIS PEERS
Low Low
SHARE OF EMOTION VIS À VIS PEERS
High College of
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4.8
P O W E R
1.3 0.9
0.8
Sorrow
Anger
Fear
(25%)
(25%)
(12%)
1.0
Hope (16%)
0.9
Love (12%)
Joy (10%)
RELEVANCE College of Source: Draftfcb analysis Wednesday, March 26, 14
media
4.8
P O W E R
1.8 1.3
1.1
1.4
0.2 Sorrow (13%)
Anger
Fear
(8%) (6%)
Hope (27%)
Love (33%)
Joy (13%)
RELEVANCE College of Source: Draftfcb analysis Wednesday, March 26, 14
media
When sampling, bias must be avoided Questionnaire Bias: Question or questionnaire that encourages respondents to answer one way rather than another Sampling Bias: Sample is collected in such a way that some members of the intended population are less likely to be included than others Interpretation Bias: Tendency to interpret ambiguous situations in a positive or negative fashion
Source: MediLexicon.com; Timothy R. Graeff, 2005. "Response Bias," Encyclopedia of Social Measurement”; Huppert, et. al. Cognitive Therapy and Research October 2003, “Interpretation Bias in Social Anxiety: A Dimensional Perspective” Wednesday, March 26, 14
College of
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College of Source: YouTube, 7/15/13 Wednesday, March 26, 14
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College of Source: YouTube, 7/15/13 Wednesday, March 26, 14
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College of Source: Google analysis Wednesday, March 26, 14
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Feeling blended?
College of
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The Data You Will Find
The Stories You Will Tell
The Methods You Will Use
College of
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