Marketing Shake 2015: Data Driven | Data is brief
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Marketing Shake 2015 : Data Driven | Data is brief Chloe Gottlieb SVP. Executive Creative Director RGA Creatividad y Big Data
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Marketing Shake 2015: Data Driven | Data is brief
- 1. Data is the Brief Chloe Gottlieb, SVP, ECD
- 4. SINGAPORE SÃO PAULO BUENOS AIRES BUCHAREST LONDON STOCKHOLM NEW YORK CHICAGO SAN FRANCISCO SYDNEY LA AUSTIN PORTLAND ISTANBUL SHANGHAI 1,725 Staff Worldwide SANTIAGO
- 5. Digital Agency of the Decade Agency of the Year 2015 Global Agency of the Year in Mobile 2013 Ten Most Innovative Companies 2013 Innovator of the Year 2013 Digital Agency of the Year 2014 Most Awarded Advertising Agency 2015 Agency of the Year 2015
- 6. R/GA For the Connected Age
- 11. Data is fluid like water. It can be handled in great volume or at a small trickle. It can move quickly or stay perfectly still. It provides raw material to be shaped into countless creative forms.
- 12. Think Make
- 13. Think MakeInsight Idea Execution Data
- 14. Think MakeInsight Idea Execution Data
- 15. Think MakeData Insight Idea Execution
- 16. Data is a starting point
- 17. Data is the Brief
- 18. Think MakeInsight Idea Execution Data
- 19. Think MakeData Insight Idea Execution Cultural Data Behavioral Data Public Data Sensorial Data
- 20. Think MakeData Insight Idea Execution Cultural Data Behavioral Data Public Data Sensorial Data
- 21. Think MakeData Insight Idea Execution Cultural Data Behavioral Data Public Data Sensorial Data
- 22. Think MakeData Insight Idea Execution Cultural Data Behavioral Data Public Data Sensorial Data
- 23. Think MakeData Insight Idea Execution Data Visualization Data + Experiential Data-Driven Services Data-Driven Platforms
- 24. Think MakeData Insight Idea Execution Data Visualization Data + Experiential Data-Driven Services Data-Driven Platforms
- 25. Think MakeData Insight Idea Execution Data Visualization Data + Experiential Data-Driven Services Data-Driven Platforms
- 26. Think MakeData Insight Idea Execution Data Visualization Data + Experiential Data-Driven Services Data-Driven Platforms
- 27. The Work
- 29. Think MakeData Insight Idea Execution Cultural Data Behavioral Data Public Data Sensorial Data
- 30. Think MakeData Insight Idea Execution Data Visualization Data + Experiential Data-Driven Services Data-Driven Platforms
- 41. Think MakeData Insight Idea Execution Cultural Data Behavioral Data Public Data Sensorial Data
- 42. Think MakeData Insight Idea Execution Data Visualization Data + Experiential Data-Driven Services Data-Driven Platforms
- 46. Think MakeData Insight Idea Execution Cultural Data Behavioral Data Public Data Sensorial Data
- 47. Think MakeData Insight Idea Execution Data Visualization Data + Experiential Data-Driven Services Data-Driven Platforms
- 48. 10,000 400 49
- 51. FlavorPrint
- 54. Think MakeData Insight Idea Execution Cultural Data Behavioral Data Public Data Sensorial Data
- 55. Think MakeData Insight Idea Execution Data Visualization Data + Experiential Data-Driven Services Data-Driven Platforms
- 63. Think MakeData Insight Idea Execution Cultural Data Behavioral Data Public Data Sensorial Data
- 64. Think MakeData Insight Idea Execution Data Visualization Data + Experiential Data-Driven Services Data-Driven Platforms
- 65. “What’s missing from the digital landscape is a cultural context. We need to bring an emotional connection back to the act of music discovery.”
- 70. Looking Forward
- 71. Volume, Velocity, and Variety
- 72. In 2020 the world will generate 50X more data than it did in 2011 2011 2020
- 73. The stakes will be higher
- 75. Data is the Brief
- 76. Start at the Intersection
Editor's Notes
- Hello. Thank you I am Chloe My background is Etc
- We work on
- The model has paid off 2015 Notable Awards Cannes | 33 (11 Gold, 10 Silver, 12 Bronze, 73 Shortlists), Bob awarded Lion of St. Mark, Agency of the Year Clio Sports | 19 D&AD Awards | 18 One Show | 14 Eurobest | 9 ANDY Awards | 6 LIA | 4 ADC Awards | 4 Webby Awards | 1
- And we are currently for the connected age No other time in our history has seen this ____ Get notes from Nick Bon Technology changes paradigms
- And what we learned was that the data that came off of that sensor helped people better understand themselves And it actually kept them motivated – by seeing each others data
- Data is the core of the ecosystem
- The data that came off of that sensor was more important than the physical product And it was raw material that could shape other products and experiences It changed the way we think about data As opposed to thinking about it as something that is an end product or by-product What if we saw it as the starting point for our innovation, invention, creation If you measure it , you can imporve it
- THE NEW
- THE NEW
- THE NEW WAY of DOING THINGS
- THE NEW
- Cultural data – data that is derived from influences and influencers in culture (absorved through social media, arts, etc( Behavior data – Any kind of behavior represented by any user --- observe visitors and see how humans interact – of the masses Public data --- city govt // demographics // traffic /// election Sensorial data – data come off of connected devices // often can be personal data // data coming from plants and trees
- Cultural data – data that is derived from influences and influencers in culture (absorved through social media, arts, etc( Behavior data – Any kind of behavior represented by any user --- observe visitors and see how humans interact – of the masses Public data --- city govt // demographics // traffic /// election Sensorial data – data come off of connected devices // often can be personal data // data coming from plants and trees
- Cultural data – data that is derived from influences and influencers in culture (absorved through social media, arts, etc( Behavior data – Any kind of behavior represented by any user --- observe visitors and see how humans interact – of the masses Public data --- city govt // demographics // traffic /// election Sensorial data – data come off of connected devices // often can be personal data // data coming from plants and trees
- Cultural data – data that is derived from influences and influencers in culture (absorved through social media, arts, etc( Behavior data – Any kind of behavior represented by any user --- observe visitors and see how humans interact – of the masses Public data --- city govt // demographics // traffic /// election Sensorial data – data come off of connected devices // often can be personal data // data coming from plants and trees
- Data viz – the most creative but the most functional way of representing data Data + experiential: The spatial experience of data and how it can be consumes in a group Data-driven Services: Integrated into the product// collects and generates --- provides value over utlility or value over idea Data-driven platforms: Fully functional platform centered around data // Ie Cancer research platform
- Data viz – the most creative but the most functional way of representing data Data + experiential: The spatial experience of data and how it can be consumes in a group Data-driven Services: Integrated into the product// collects and generates --- provides value over utlility or value over idea Data-driven platforms: Fully functional platform centered around data // Ie Cancer research platform
- Data viz – the most creative but the most functional way of representing data Data + experiential: The spatial experience of data and how it can be consumes in a group Data-driven Services: Integrated into the product// collects and generates --- provides value over utlility or value over idea Data-driven platforms: Fully functional platform centered around data // Ie Cancer research platform
- Data viz – the most creative but the most functional way of representing data Data + experiential: The spatial experience of data and how it can be consumes in a group Data-driven Services: Integrated into the product// collects and generates --- provides value over utlility or value over idea Data-driven platforms: Fully functional platform centered around data // Ie Cancer research platform
- Explain the different types of data
- Explain the types of outputs
- The first time that anyone had mapped it out Some tricks were more central to the ecosystem than others
- Explain the different types of data
- Explain the types of outputs
- In baseball or in any team based sport, the most important thing is to be able to see multidimensional data in one place You want to be able to see all the cultural data Critics
- Explain the different types of data
- Explain the types of outputs
- Recipes, products and consumers will get a unique FlavorPrint mark. The mark allows consumers to easily scan a recipe to help determine if it is a match. A personal FlavorPrint mark is a representation of one’s preferences and a way to discover new flavors that one may not have otherwise explored.
- Explain the different types of data
- Explain the types of outputs
- Explain the different types of data
- Explain the types of outputs
- TRYING TO UNDERSTANT Your emotions, your behaviors and cultural interests Then look at lyrics Features of audio file Segments of the songs Match the three buckets Listen to upbeat songs Recommendation --- general hip hop song
- Everything computer generated would fail Brings the curated playlists One idea was observing behaviors of music critics They had a different weight in the algorithm They were combined --- still using different methods Providing the same playlist to X amount of users In that voting, critics have a higher weight
- The Volume, Velocity, and Variety of data in the next five years will increase exponentially
- The Volume, Velocity, and Variety of data in the next five years will increase exponentially
- The way of solving problems has changed?