Presentation version of the paper "Data is our Future, Welcome to the Age of Infomagination" by Matt Sadler (full paper available here: http://infomagination.typepad.com/files/matt-sadler---infomagination-1.pdf)

1. Data is our Future: Welcome to the Age of Infomagination

3. Secretive Dull Cold Warm Inspiring Open

4. The future Information Imagination SUCCESS

6. Data, data, everywhere… 3254 Gray, R. (2008). How Big Brother watches your every move. The Sunday Telegraph.

7. And that’s only the beginning… 05/12/2008 17:32 Euro RSCG London RFID = Radio Frequency IDentification

8. Digital information created, captured, replicated worldwide Tenfold growth in five years

9. DATA IS CHANGING THE WORLD

10. Consumers & data: from concern to control

11. Information consternation

12. Quid pro quo IIPS, 2008 It seems that the Millenials… are happy to trade information for relevance - Rob Norman, CEO Group M Interaction, 2006 Total personalisation will require total transparency… to share is to gain - Kevin Kelly, founder of Wired magazine, 2007 Base: 1, 011 UK adults

13. “ The greatest generation gap since rock & roll” - NY Magazine, 2007

14. Concern -> control -> power

15. Information is becoming democratised

16. Consumers: the new data analysts

17. Data that helps you understand you

18. Brands should help people explore their data

20. Brands & data: understanding and overload

21. “ There are only two sources of competitive advantage: the ability to learn more about our customers faster than the competition and the ability to turn that learning into action faster than the competition.”

22. Qual: insights & blind alleys “ People don’t say what they mean or mean what they say”

23. Data: beyond what people say, to what they do

24. Analysis breeds advantage

25. Quarterly mailings: 4m No. with identical vouchers: 2 Pieces of information/week: 5bn+ Taylor, J. (2005). Space race. John Wiley & Sons Ltd, Chichester Hayward, M. (2006). How to be a customer champion: turning insight into action. Market leader, issue 34. .

26. A simple principle Better data Better customer understanding Better service

28. Clients need partners to surf the data wave

29. Comms networks must develop their technical skills

30. How are agencies feeling about the data revolution? Agree that reliance on data is increasing Agree that my employer is committed to training staff to use it Sadler, M. (2008). A two minute survey about data, August 2008. Based on employees at communications agencies in London [n = 122]. Conducted via www.surveymonkey.com.

31. What do you dislike about data? It’s boring It’s cold It limits creativity Sadler, M. (2008). A two minute survey about data, August 2008. Based on employees at communications agencies in London [n = 122]. Conducted via www.surveymonkey.com.

32. “ I don’t want academicians. I don’t want scientists. I don’t want people who do the right things. I want people who do inspiring things” - Bill Bernbach, 1947

33. Old enemies? Vs

34. The future X

36. New conversations

37. Digital eavesdropping

38. The power of feedback

39. MASS MARKETING

40. Communication: more personal, relevant & context sensitive

41. New tools “ Brand culture will move away from the metaphorical and toward the useful” - R/GA CEO Bob Greenburg, 2006

42. Location data mash ups PUB/CASH MACHINE/HOUSE ETC. FINDERS STREETMUSEUM BIONIC EYE

43. Visual search

44. Nike+

45. Fiat ecodrive

46. New games

47. Remix your thinking Data Protection New data Campaigns with a set launch date & finite lifespan Data Liberation New ways of using existing data Tools with online infinity

48. As well as being useful, data can be beautiful

49. Painting with data

50. Analysis is the new storytelling

51. Most of our data is boring

52. Good communication

53. Chris Jordan, Seattle-based ‘artist’ Because statistics are so hard to connect with, we’re not going to find motivation from them... My idea… is to provide the visual. To give you the statistic in a different way that allows the viewer to experience the number more directly with their heart. Jordan, C. (2007). In: Pasulka, N. (2007). Running the numbers. The morning news, July 23rd. Available from: http://www.themorningnews.org/archives/galleries/running_the_numbers [Accessed June 18th 2008]

54. Two million plastic beverage bottles, the number used in the US every five minutes

55. 11,000 jet trails, equal to the number of commercial flights in the US every eight hours

56. One million plastic cups, the number used on airline flights in the US every six hours

58. The targets for our information

59. David McCandless, author We don’t want to read information any more. We want to see it. Feel it. McCandless, D. (2008). You are the future. Under the influence, London. Available from: http://www.irisnation.com/undertheinfluence/videohtml/dip_mcandless.html [Accessed 23rd June 2008]

60. Human nature is driving data visual

61. The best visualisations turn data into a story

62. Or even a joke…

63. Word clouds reveal themes hidden in text Tag cloud from Shakespeare’s Sonnets

64. Word clouds of McCain & Obama’s acceptance speeches. Source: http://www.darcynorman.net Make your own word clouds at www.wordle.net

65. Jonathan Harris touches the humanity beneath our information “ Really, the data is just part of the story. The human stuff is the main stuff, the data should enrich it.”

66. Evaluative data is crying out for an overhaul Wise, L. (2008). Marketing dashboards. Dashboard Insight [online]. Available from: http://www.dashboardinsight.com/articles/business-verticals/marketing-dashboards.aspx [Accessed August 16th 2008] Euro RSCG London (2008). Mock up Carling evaluation storybook . Commissioned by Matt Sadler.

67. Not a scorecard but a storybook

68. Hans Rosling (2007), Professor of International Health at the Karolinska Institute in Sweden Few people will appreciate the music if I just show them the notes. Most of us need to listen to the music to understand how beautiful it is. But often it’s how we present statistics: we just show the notes and don’t play the music Rosling, H. (2007). Unveiling the beauty of statistics. OECD World Forum, Istanbul. Available from: http://www.gapminder.org/video/lectures/unveiling-the-beauty-of-statistics.html [Accessed August 14th 2008]

69. Summary

70. DATA IS CHANGING THE WORLD

71. Consumers: data power to the people

72. Brands & data: understanding and overload

73. New partnerships & new capabilities needed

75. Data makes conversations more creative

76. Data liberation – make tools, create partnerships

77. Dramatic production techniques

78. New storytelling tools

79. The future Information Imagination SUCCESS