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The Joy of Data IPA2
- 1. THE JOY OF DATA
- 2. Why it’s worth bothering with it Ways that data can help you How to work with the stuff Some ‘tools’ to help
- 3. ‘There is safety in numbers’
- 4. ‘Experts often possess more data than judgement’
- 5. Data helps you create and tell stories
- 6. Understanding your market and your brand
- 7. What market are they in?
- 8. Reasons for staying at a Travelodge Close to where I was visiting 47% Cheap hotel accommodation 44% Overnight business trip 35% Exploring a new area/city 28% Breaking a long journey 25% Visiting nearby family/friends 22% Flying from nearby airport 7% Example tracking data
- 9. Reasons for staying at a Travelodge Close to where I was visiting 47% Cheap hotel accommodation 44% Overnight business trip 35% Exploring a new area/city 28% Breaking a long journey 25% Visiting nearby family/friends 22% Flying from nearby airport 7% Travelodge is a 5* stopover, not a 1* hotel Example tracking data
- 10. What’s going on in the Bingo market? Source: Mintel 2009 Source: TGI/BMRB
- 11. How do consumers see you?
- 12. Providing the clues that lead to an insight
- 13. A fundamental truth about people’s emotions/ behaviour that can be used to shape compelling communication
- 14. Something which is blindingly obvious to normal people but a revelation to the marketing team
- 15. OBSERVATIONS Describe ‘what’ Usually relate to behaviour Freely abound Leave you thinking so what? INSIGHTS Explain ‘why’ Usually relate to motivations or attitudes Are in relatively short supply and are hard to uncover Are actionable
- 16. Is there an insight in this?
- 17. Sales are down, help!
- 18. Make fresh food the enemy.
- 19. Attitudes to frozen food are complex Source used wasTGItime series data
- 20. How can we get more women to take their heart health seriously? Some facts: Heart disease kills more women than any other disease in the UK Heart disease kills more women than men Why?
- 21. Cholesterol by age & sex
- 22. Women are protected until the menopause
- 23. Getting to know your audience
- 24. What does Virgin care about? Wordle of their 2011 press releases
- 25. How can we get more people to visit a new supermarket in Balham (which is next door to a big Sainsbury’s and just up the road from M&S Simply Food)?
- 26. Use research to understand the different barriers to shopping there Consumer research of key barriers by shopper type. (Primary, Secondary, New) Predict relative importance of every consumer’s barriers based on known data Examine key market Variables at Individual level MOSAIC/mindset Price Research Key Barriers & RAF Distance Distance List of barriers by respondent Competition Store/Service Store Variables Range Natural Data Attitudinal Segmentation or research Clever data stuff by Fuel Data Solutions
- 27. Conveniencerange Price Distance Assign appropriate barrier/ message to individual households New supermarket Family range Clever data stuff by Fuel Data Solutions
- 28. Different ways of using your product: cabspotting.com
- 29. Where and how to look at the stuff
- 30. Be as creative about the data you use as you are about writing a creative brief
- 31. Where to find insights in data? Academics Call centre logs The media Staff surveys Social trends
- 32. Have the right mindset Give yourself space and time Be a detective, not a policeman Look for patterns, not answers Be prepared to use your imagination and creativity
- 33. Approach it with a healthy degree of suspicion Data isn’t infallible, even data that should be. Often the simplest-sounding questions are the hardest to answer. The more data you have, the more ‘versions of the truth’ you’ll have. If you get snow blind, stop or ask a different question.
- 34. One other tip: make some new friends
- 35. Some tools to help
- 37. Is your brand share growing, declining or static?
- 38. Why? Is penetration or usage the issue?
- 39. Where do we perform well/ poorly?
- 40. Why is it like this?
- 41. What are we known for?
- 44. A process of sorts 4/4/2011 39 Insight Factoid Hunch Role for comms is conversion at point of screening, not driving demand Chlamydia screening rate of 5% vs target of 17% More than enough 16-24s are walking through the doors to hit screening targets Doctors are too embarrassed to ask
Hinweis der Redaktion
- Clients believe it is more robust/ rigorousIt looks impressive (people are scared of it – so if you can use it well, it makes you look clever)It can be very revealing (data tells stories just as much as qual stuff, but you need to identify it and highlight for people)