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DATA ANALYTICS
The Bedrock of
Rational creativity
Presented by Rachel Siah
Founder of BRCKTS
@BRCKTSsg
rachel@brckts.com
INTRODUCTION
• 10+ years in communications
• Founded BRCKTS in 2014
• Student at Hyper Island. Academic:
“Contagion Design Thinking”
• Certified in Google Analytics,
Adwords, Video Ad & Mobile Ad
• Learning Data Analytics with R
“You are the most talented, most interesting, and
most extraordinary people in the universe. And
you are capable of amazing things. Because you
are the Special. And so am I. And so is everyone.”
- The Lego Movie
10 YEARS FROM NOW,
YOUR JOBS WON’T EXIST.
Undisciplined in
a disciplined
manner
a digital storytelling collective
Data Analytics: The Bedrock of Rational Creativity
Data X Design
SCIENCE
Gaining strategic insights to make
the right decisions across business
ART
Solving complex problems with
solution and action-based approach
Borrowing from the start up scene
Data as a differentiator Ethnographic research Lean startup experiments
Design Thinking
Initiation
Project
Brief
Ship
1. Discover 2. Define 3. DEVELOP 3. DELIVER
APPLICATION
IN CONTENT MARKETING
APPLICATION
Traditionally, marketers are taught to “push” marketing
towards consumers at each stage of the funnel
But in reality, your prospects’ decision making is
a circular journey with four key phases:
The buyer’s journey is nothing more than
a series of questions that must be answered.
What this means:
What is/ are? Why important?
How to?
Who?
How much?
Where?
Case Study: i.Dental
Initiation
Project
Brief
Ship
1. Discover 2. Define 3. DEVELOP 3. DELIVER
What influences their consideration & evaluation?
Value = Cost + Duration + Appearance
What are their pain points/ frictions we should reduce?
Lack of info & transparency
The additional struggle during
their moment of purchase
The Choice: Braces vs Clear Aligners
People looking into orthodontic treatments are more likely
go for braces over Invisalign due to familiarity and price
consideration.
This is backed by the search interest in SG over the
past 5 years. Interest in invisalign remains dormant.
A closer look into trends for the past year 

(10 Jan 2016 - present)
Initiation
Project
Brief
Ship
1. Discover 2. Define 3. DEVELOP 3. DELIVER
The promise of content marketing > advertising:
To earn your audience…
…Versus buying it!
i.Dental’s content marketing
mission statement
Be the trusted information depository
for dentistry services
Key factors that build
content marketing cadence
Create the content your buyers want
Create the content your audience shares
Initiation
Project
Brief
Ship
1. Discover 2. Define 3. DEVELOP 3. DELIVER
Data Analytics: The Bedrock of Rational Creativity
Data Analytics: The Bedrock of Rational Creativity
Data Analytics: The Bedrock of Rational Creativity
Initiation
Project
Brief
Ship
1. Discover 2. Define 3. DEVELOP 3. DELIVER
Data Analytics: The Bedrock of Rational Creativity
Data Analytics: The Bedrock of Rational Creativity
Data Analytics: The Bedrock of Rational Creativity
Data Analytics: The Bedrock of Rational Creativity
1 2 3 4 5
TOP PERFORMING STORIES
TOP PERFORMING FACEBOOK POSTS BY ENGAGEMENT
40
SENTIMENTS AUDIT
41
1st Experiment
2nd Experiment
TOOLBOX
Google Trend
Google Keyword Planner
Keyword Tool
Media Monitoring
Buzzsumo
Hashtags (Instagram & Twitter)
Facebook Audience Insights
Google Analytics
Crazy Egg
Facebook Pages to Watch
Similar Web
TIPS
Embrace the Beast
Go Granular
Always Be
Optimising
Turn your team into a data-lovin’ one!
Comfort for the old
must make way
for the thrill of the new

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Data Analytics: The Bedrock of Rational Creativity