Here's the recap of my in-class presentation for the 9th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). On March 23 we got granular and talked about Data, but not just on obsessive detail. Instead, we focused on the idea that data can help propel better stories, more effective media and more useful technology. Many thanks to Patty Henderson from Magnet360 for stopping by to share her perspective; and a big thanks to Chris Wexler and Kristen Findley for sharing their links and resources. Please note the Creative Commons license. Thanks.

1. Takashi Murakami creation from Frankfurt show. Image by Purple Cloud via Flickr http://www.flickr.com/photos/purplecloud/3118011942/
The Future of Advertising
Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416
Instructor: Tim Brunelle
SESSION #09: MARCH 23
RELEVANT DATA—GETTING TO KNOW (AND PREDICT) YOU
Creative Commons Attribution & Non-Commercial License

2. Today:
1. Data = Stories
BREAK
2. Guest speaker: Patty Henderson
Magnet360
BREAK
3. Assignment #3
4. Next steps

3. What is data?

4. It often seems overwhelming.

5. Does the data control us or do we control it?

6. Yet, data can be quite helpful.

8. Thank you, Jan Leth:
Data = Better stories
Data = “Value exchange” beyond
entertainment
Data = Optimized performance
Data = Massively distributed
personalization of brand
experience.
Data = Enables “Listening” as core
competency of marketing dept.

9. Perhaps this is how we perceive data.

10. But in the right hands, data can become art.

11. Data helps us
in the digital age.

12. Data helps us
create
in the digital age.

13. Data helps us
know who cares
in the digital age.

14. Data helps us
know why they care
in the digital age.

15. Data helps us
know when they care more, or less
in the digital age.

16. Data helps us
know where and what they’re doing when
they care
in the digital age.

17. Data helps us
test what makes a person take action
in the digital age.

18. Data helps us
tell more relevant, timely stories
in the digital age.

19. What does data look like?

20. (Sorry.)

21. Rather, what stories can data tell us?

22. Nielsen @Plan example

23. Nielsen @Plan example
Let’s compare people
who’ve been in our store

24. Nielsen @Plan example
vs. People who say
they talk to their friends a lot
about the products we sell

25. Nielsen @Plan example
How do these two audiences
compare to the average, U.S.
adult using the Internet?

26. Nielsen @Plan example

27. Data tells us the people we’re trying to
reach seem to like video games a lot more
than the average U.S. adult on the Internet.
How might that influence our conceptual
approach, or interface and page design?

28. Nielsen @Plan example

29. Data tells us the people we’re trying to
reach read certain kinds of magazines.
Maybe we ought to check those titles out
and see if we can figure out why they read
them and what might inspire us to create
better connections.

30. Nielsen @Plan example

31. Data tells us the people we’re trying to
reach create and publish content. Hmmm...

32. Where else can we find data that can
inspire us?

33. *Click the image to go to the site

34. *Click the image to go to the site

35. *Click the image to go to the site

36. *Click the image to go to the site

37. *Click the image to go to the site

38. *Click the image to go to the site

39. *Click the image to go to the site

40. We’re fortunate to work in such a
transparent and generous age. The
average copywriter with an Internet
connection has more useful data available
to them instantly than most agency
research departments could harness in a
week of effort 20 years ago.

41. At the very least, these tools can help you
verify and expand on the information in
your brief; uncover contrasting insights
and provoke meaningful conversation
with your account, planning, media and
technology partners and clients.
We find answers by asking questions. If
you take a creative brief at its word, and
move no farther, you are robbing yourself
of opportunity.

42. Data helps us tell more meaningful stories,
helps locate more relevant media and
circumstances, helps us define more
intuitive and effective design experiences
and informs more efficient and relevant use
of technology.

43. Want more?

44. *Click the image to go to the site

45. Avinash Kaushik is the godfather of
analytics - Evangelist at Google:
http://www.kaushik.net/avinash/
Zaaz does a fantastic job combining data
with design:
http://blogs.zaaz.com/zaaz/
Jason (from ZAAZ) writes for ClickZ:
http://www.clickz.com/3622849
There’s always the Web Analytics Association
http://www.webanalyticsassociation.org/

46. *Click the image to go to the site

47. Google Analytics is a free tool that can tell
you a lot about your own websites:
http://www.google.com/analytics/
And there’s tons of support out there:
http://analytics.blogspot.com/
Omniture is the leading company in the
industry, with some really smart writers:
http://blogs.omniture.com/
Bryan Eisenberg’s stuff is a bit broader
than just analytics:
http://www.grokdotcom.com/

48. *Click the image to go to the site

49. MediaPost Research Brief—gives you
snapshots with good data:
http://www.mediapost.com/publications/?
fa=Archives.showArchive&art_type=8
Social Media/online video insights:
http://www.visiblemeasures.com/news-
and-events/blog/
Big time research company that shares
more than you think:
http://www.comscore.com/blog/
Another big time research company that
shares http://blog.compete.com/

50. (Huge thanks to Chris Wexler and Kristen
Findley for sharing their favorite data and
analytics links and sources.)

51. Guest speaker: Patty Henderson
http://twitter.com/prhenderson

52. Assignment #3: Expand your portfolio
Select an existing campaign in your portfolio.
The challenge is to evolve this work into the
digital space, appropriately.
+Re-articulate the original brief for digital
+What’s your core idea, and how does that
evolve in the digital space?
+What’s the connection plan for reaching
your target audience?
+What technologies & venues are most
appropriate for this audience? Why?
Present all of the above, plus initial creative
ideas (rough comps) on April 20.

53. NEW SCHEDULE
April 6: Client Perspective
April 13: Meet the agencies of the future
April 20: Portfolio review
April 27: Empowering the user

54. Monday, April 6:
“Client Perspective”
1. Guest speaker: Sarah Roddis
Target
2. Guest speaker: Bob Thacker
OfficeMax
CATFOA
usefullunacy.typepad.com
tim_brunelle@mcad.edu

55. Thank you.
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