A talk I gave at IPA 2 last year, on how a little imagination can turn information into a powerful storytelling tool, helping you to inspire the teams you work with - and achieve greatness.

1. TELLING STORIES WITH DATA
© Karmarama 2014

2. DATA

5. FEAR NOT

6. SECRETIVE
DULL
COLD

7. WARM
INSPIRING
OPEN

8. USEFUL

12. INFORMATION
IMAGINATION

14. WHY?

18. WHAT I’M GOING TO TALK ABOUT
1. Why data matters
2. Why we’ve never had things better - or worse
3. How quant can help you
4. Tools & tips

19. 1. WHY DATA MATTERS

31. CLIENT
YOU

32. 2. WHY WE’VE NEVER HAD
THINGS BETTER – OR WORSE

34. DIGITAL INFORMATION CREATED, CAPTURED, REPLICATED WORLDWIDE

35. 3,254

37. “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.”

39. 75% suffer from information overload
Only 50% of their information is useful
Analysis paralysis
IDC,
Taming
Informa/on
Chaos,
2007

40. Our job

43. We like to think we’re rational
and verbal, but the truth is
we’re emotional and visual
Hill,
D.
(2007).
Closer
to
the
truth:
emo/onal
insight
and
market
research.
Admap,
issue
482

44. THE TARGETS FOR OUR INFORMATION

45. “We don’t want to
read information
any more.
We want to see it.
Feel it.”
– David McCandless, Information is Beautiful
McCandless,
D.
(2008).
You
are
the
future.
Under
the
influence,
London.
Available
from:
hGp://www.irisna/on.com/
undertheinfluence/videohtml/dip_mcandless.html
[Accessed
23rd
June
2008]

46. 3. HOW QUANT CAN HELP YOU

47. QUANT CONFIRMSQUAL EXPLORES

48. 1. Where are
we now?
2. Where do we
want to go?
4. Are we
getting there?
THE
PLANNING
CYCLE 3. How can we
get there?

50. 1. Where are
we now?
2. Where do we
want to go?
4. Are we
getting there?
THE
PLANNING
CYCLE 3. How can we
get there?

51. CONTEXT
PROBLEM

52. SCALE OF CHALLENGE
0%
11%
2009
2%
2010
6%
2011
9%
2012
2013
Volume
share
targets

53. 10%
24%
34%
32%
Us
Compe/tor
1
Compe/tor
2
Compe/tor
3
3%
97%
Us
New
category
COMPETITIVE THREAT

54. OVER 80% OF BRANDED CHEDDAR
SOLD ON PROMOTION
- KANTAR , SEPTEMBER 2012
CATEGORY ISSUES

55. Grocery shoppers purchase about 300-400 different items a year
But 80% of the time they buy the same brands or variants
hGp://anzmac.info/conference/2012/papers/182ANZMACFINAL.pdf
CUSTOMER CHALLENGES

56. 60% OF
PEOPLE
“WOULD
NEVER
DRIVE A
SKODA”
1997
stat
from
It’s
a
Skoda,
Honest,
IPA
Effec/veness
Awards
2002

57. 1. Where are
we now?
2. Where do we
want to go?
4. Are we
getting there?
THE
PLANNING
CYCLE 3. How can we
get there?

59. GET ONE IN TEN CHARMIN CONSIDERERS TO BUY ONCE
(45% OF LOST CHARMIN SHOPPERS)
£10.2M REVENUE?

60. £2.5 BILLION REVENUE?
GET EVERY SINGLE SHOPPER TO
SPEND £1.14 MORE, EVERY SINGLE WEEK

61. 100% target 10% viewers who don’t listen to R1
NEW LISTENER TARGETS?

62. 17.4m
All XXXX Buyers
12.7m
Heavy XXXX Buyers
7.0m
Non-XXXX Shoppers
5.2m
C1C2DE
1.6M
BULLSEYE
BUYERSHeavy
XXXX
Non-­‐XXXX
Women
with
Children
and
C1C2DE
Source: GB TGI 2012 Q1
SAME PROFILE
2.5m
EXISTING
CUSTOMERS

63. SHOW THE OPPORTUNITY

64. 1 in 8 British men will get
prostate cancer
As many people die from it as
breast cancer
By 2030, it will be the most
common cancer

65. 8 out of 10 British men drink beer
Craft beer is in double digit growth,
with golden ale +38% YOY
No major UK charity beer brands
US: Finnegans sells over 1m L/year, raising
$100K+ for hunger charities
It’s only sold in 4 states:
a quarter of the population of the UK

66. 1. Where are
we now?
2. Where do we
want to go?
4. Are we
getting there?
THE
PLANNING
CYCLE 3. How can we
get there?

67. WHAT
WILL
WORK?

68. AUDIENCE
INSIGHT/
PROFILING

69. TRENDS
Source:
IGD
Research,
April
2010
10
48
30
10
2
16
58
19
6
1
It's
more
cri/cal
than
ever
It's
a
long-­‐term
commitment,
regardless
of
the
economy
Emphasis
needs
to
change
towards
resource
efficiency
It's
on
the
back
burner
It
was
topical,
but
the
moment
has
passed
Share
of
respondents
(%)
“Which
statement
best
reflects
your
current
view
of
sustainability?”
2009
2008

70. XMAS
VALENTINE’S
BANK
HOLIDAY
EASTER
HALLOWEEN
When are people
most interested
in movies?
Searches
for
Movie
(UK)
shown
only,
for
clarity
TV
searches
follow
similar
paGern
BANK
HOLIDAY
BANK
HOLIDAY
BEHAVIOURS

71. INFLUENCES

72. 54%
56%
58%
60%
62%
64%
66%
68%
70%
72%
74%
Fame
Emo(onal
Involvement
Persuasion
Informa(on
Effec/veness
success
rate
of
communica/on
strategy,
IPA
Databant,
Marke/ng
in
the
Era
of
Accountability,
Field
&
Binet
COMMUNICATION STYLES

73. hGp://www.marke/ngweek.co.uk/news/comparethemarket-­‐most-­‐
liked-­‐tv-­‐ad-­‐of-­‐2012/4005229.ar/cle
Brand/Shares/Views
Summary
1.
Cravendale
Shares:
576,239,
Views:
5,714,461
Cats
with
thumbs
plot
to
take
over
the
world
2.
Dairy
Milk
Shares:
279,785,
Views:
9,599,943
Kids
with
dancing
eyebrows
3.
Yeo
Valley
Shares:
239,153,
Views:
2,251,833
Rapping
farmers
4.
Ballan/nes
Shares:
184,577,
Views:
2,836,129
First
ever
animated
taGoo
5.
Yeo
Valley
Shares:
124,833,
Views:
637,132
Farmers
spoof
Westlife
6.
Flora
Shares:
96,471,
Views:
898,919
People
limping
around,
the
day
aoer
the
marathon
7.
Jammie
Dodgers
Shares:
96,348,
Views:
938,656
Jammie
&
Toffee
Dodger
monkeys
fight
over
a
shopper
8.
Mini
Shares:
54,461,
Views:
1,775,431
Hundreds
of
minis
flow
through
the
streets
9.
The
Guardian
Shares:
51,399,
Views:
1,109,349
How
The
Guardian
would’ve
reported
the
3
LiGle
Pigs
10.
Lucozade
Shares:
47,402,
Views:
1,341,140
Rollerskate
dancing
music
video
hGp://mememachine.viralvideochart.com/blog/2012/6/3/the-­‐best-­‐of-­‐bri/sh-­‐
top-­‐10-­‐most-­‐shared-­‐ads-­‐for-­‐uk-­‐brands.html
Most shared UK ads 2012 Most liked UK ads 2012
CASE STUDIES

75. 1. Where are
we now?
2. Where do we
want to go?
4. Are we
getting there?
THE
PLANNING
CYCLE 3. How can we
get there?

76. SYSTEMS WITH FEEDBACK TEND TO IMPROVE

78. MEASURING EFFECTIVENESS

79. 

80. 4. TOOLS & TIPS

81. ?

82. £££

83. FREE www.aqa.
63336.com
(1st question)

85. DIFFERENT IN = DIFFERENT OUT

86. SUMMARY

87. TODAY
1. Why data matters
2. Why we’ve never had things better - or worse
3. How quant can help you
4. Tools & tips

88. CLIENT
YOU

89. OUR JOB

90. 1. Where are
we now?
2. Where do we
want to go?
4. Are we
getting there?
THE
PLANNING
CYCLE 3. How can we
get there?

92. DIFFERENT IN = DIFFERENT OUT

96. THANK YOU