What's Next: The Value of Data

Hello!
Rob Blackie
Consultant
OgilvyRED
Leila Seith Hassan
Head of Analytics
OgilvyOne
Frank Duck
Data Strategy Director
Ogilvy

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“The world’s most valuable resource is
no longer oil, but data”
The Economist, 2017

NUMBER OF INTERACTIONS,
PER PERSON, PER DAY
Big Data
“AI”

“80% of data is “dark and untouched”
SAS, 2017

But when it comes to data, don’t just do it.
Do it with purpose

Insight Journeys Experiences Performance
What’s its purpose

Fluid Trustworthy Safe Welcoming Adaptable Humanised Legal
But also needs to be…

“Data doesn’t
create meaning,
we do”
Susan Etlinger

Insight is not
Data
in isolation
An Observation
- This is merely a
Fact
A Consumer
Need State
Uncover the overt
OUTCOME or
required ACTION
Ask the WHY look for
the MOTIVATION
WHAT is the Driver?
An Insight is not:

A previously unknown human truth
A new view of the world, breaking existing conventions and challenging the status quo
An observation of a consumer behaviour that jolts us to see them from a new perspective
Uncovering the underlying motivations that drive a given consumer behaviour
At Ogilvy we deﬁne an Insight as…
1
2
3
4

It elicits an emotional connection with your consumers
A new view of the world, breaking existing conventions and challenging the status quo
Unlocks a new audience to drive customer acquisition and sales growth
It uncovers the underlying motivations that drive a given consumer behaviour
Provides a clear statement of what to do next for your customers
A powerful platform for creative ideation
You have uncovered a valuable insight if…
1
2
3
4
5
6

One
Data driven insight in practise: 3 Guiding Principles
1. 2. 3.
Define a business
objective OR a
Hypothesis
Data Source
Assessment:
Availability,
Relevancy, Depth
Define the
Data Output

Who are my
most valuable
customers?
How can I re-engage
a dormant segment
of my database?
What are the
emerging cultural
trends influencing
consumer behaviour
in my category?
What is the optimum
contact strategy for
driving incremental
revenue from existing
customers?
How do we drive
customer
acquisition, is there
untapped audience
segment?
1. A clear set of objectives or hypotheses

Owned
Commissioned
Research
Public
Data
Partners/Market/
SalesData
Customer
Database
Customer
Transactions
Marketing
Engagement
Business Data
www
Social
Conversations
News
Qualitative
Focus
Ethnographic
Consultancy
Social Listenig
Behaviours
2. Hunt and mine the most relevant data source(s)

Customer Personas
Customer & Market
Segmentation
The CFM proﬁler !The CFM proﬁler !
Customer Database
Audit: Understand
your customers
Measurement Framework!
Measurement & Evaluation
Dashboards
Data Modelling:
RFM, Propensity,
Churn, Acquisition
360 Experience
Mapping
Strategy development:
Contact, Media,
Datacapture, Experience
Human insights to
feed Creative
Ideation
3. Data outputs

applymagicsauce.
Insights can change the world

Using data to drive experiences,
personalisation and, relationships

An old saying
“
“
It’s more important to reach the
people that count than to count
the people you reach

Today this might
translate to…
Relevant communications deliver
enhances personal customer experiences

Yet still too many
companies have a default
Delivering mass market
communications across channels with
little thought of how the target
audience respond, feel or experience

( )RELEVANCE +TIMELINESS+LOCATION
VALUE = TRUST
LOSS OF PRIVACY
We need to be personal

• ROI
• KPI
• Insight
Prioritise Personalise Precision
• Potential Value
• ROI
• Risk
• Segment
• Interest
• Location
• Attitudes
• Optimise Channel
• Channel Preference
• Optimise Journey
• Timing
Performance
The 3 Ps

Define 
Ambition
Identify &
Understand
Audiences
Develop
Strategy
Generate
Ideas
Prototype
& Iterate
Design
Experience
Produce
Assets
Distribute
Content
Optimize
Performance
DATA INSIGHTS & DATA FUEL TECHNOLOGY, PLATFORMS & PARTNERS
Create RealiseThink
Which fuels the

INSERT THE BATTERSEA DOGS HOME
DIFFERENT USE OF DATA

• Start small, think big and, evolve
• Define your objectives
• KPIs, diagnostics and apples
• Insights vs. Observations
• Tagging 101
Where do you start?

▪ KPI and diagnostic metrics aligned to
marketing objectives
▪ Benchmarks
▪ Qualitative explanations of x on y
▪ Bespoke metrics aligned to strategy
▪ Basic A/Bn testing
▪ Apple-to-apples comparisons across
agencies / platforms
▪ Metrics by platform silo
▪ Standardised metrics in platforms
• Explicitly tie back to business goals
▪ Scenario analysis; if x is switched off,
what is the impact to the eco-system y?
▪ Test segments, test scenarios and test
targeting
L E V E L 1
L E V E L 2
L E V E L 3
“Measure something”
“Strategic Measurement”
“Advanced analytics:
beyond measurement”
Build over time

Business: What does the business need to achieve?
- Long term, complex measurement, longitudinal analysis
- Larger goals, simplified statements
Marketing: What does the marketing / communications activity need to achieve?
- Audience and segment specific
- Tactical in nature
- What can we impact as part of the business goal
Data and Measurement: What are you using data and analytics for?
- What should the analyst being giving to the marketers to meet 1 and 2 above
- What do I need to optimise my activity
- What should I test
36
Define objectives
1
2
3

KPI Diagnostic
• Explicitly tied to objectives • Explicitly tied to the KPI
• Demonstrates aggregate success / failure
• Tells you why a KPI performed /
underperformed
• Set targets • No targets
• Benchmark against historical & industry • No benchmarks
KPI = FINITE, ONLY A FEW VS. DIAGNOSTICS = INFINITE AND MANY
37
Tie objectives to KPI &
Diagnostics

URLS ARE TAGGED SO WE CAN TRACE ACTIVITY BACK TO EVERY PARAMETER OF THE CAMPAIGN.
THE BETTER WE TAG OUR URLS, THE MORE INFORMATION WE HAVE TO PROVE WHAT WORKED (AND DIDN’T)
What do you need to know:
1. What source did our visit/event come from? (social / .com / media / PR)
2. Was this Paid, Owned or Earned?
3. What creative (content) was used?
4. What campaign was this visit/event associated with?
5. How many leads did this campaign generate?
38
ogilvylondon.co.uk?utm_source=data&utm_medium=webinar&utm_campaign=whats_next&utm_term=taggins&utm_content=google_url_tag
ogilvylondon.co.uk?data_webinar_whats_next_taggins_google_url_tag
ogilvylondon.co.uk?123_ABC
Google
Adobe Analytics
Tag your KPI and Campaigns

OBSERVATION
Fact(s) demonstrated through data
points. Often used in multiples.
INSIGHT (JUST AS IMPORTANT HERE)
A mental judgment based on
observations, they cannot be
observed, they must be inferred
ACTION
The (strategic, creative, media,
audience) change you need to
make to improve your business
“Mums stay on the site
< 1minute but category
average is 3.42minutes”
“Only 0.25% of mums
use on site search”
“Online purchase
volumes is 29% lower
than goal”
“Mums can’t find what they’re
looking for so they leave”
Search button
“Move search to top of
page, allowing mums to
navigate to what they’re
looking for”
Require insights, not just observations
and do something with them.

Just having data isn’t valuable… You need to
be able to get meaning, by creating insights,
for it to become valuable
Have a purpose, using data for the sake of
using data can get creepy
Data doesn’t need to be hard, complex or
complicated
Knowing the impact of your work is good,
improving what you do because of what you
know is better
Remember ….

Questions?
Rob Blackie
Consultant
OgilvyRED
Leila Seith Hassan
Head of Analytics
OgilvyOne
Frank Duck
Data Strategy Director
Ogilvy

What's Next: The Value of Data

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