This document discusses how big data and storytelling can scale together. It argues that combining large datasets with the ability to listen to customer stories and have personalized conversations allows companies to tell stories that resonate at a large scale. By bringing together creative, editorial, and data analytics teams, companies can use big data to identify which stories to tell to different customer segments through their decision journey and advocate for the brand.

1. Stories that scale
Content Marketing Show - 20.11.12
@amayfield
@brilliantnoise
brilliantnoise.com

2. Spoiler alert...

3. BIG DATA
+
BIG STORIES

4. Storytelling
can
SCALE
PDR (cc) http://goo.gl/CEs8e

5. Scaling your
It is about ability to tell
stories....

6. Your ability to
It is about listen to
customer
stories

7. Automated
What scale Dehumanised
is not...
Numbers-led
Blockbusters

8. having one-
It is about to-one
conversations
that can scale

9. Small
data-driven
bull***t
content
http://goo.gl/MPpdb

10. Maybe your data isn’t big
enough.

11. US elections
2012

12. “It was the quants
what won it.”

13. "...they used their
databases to tell stories.
Or, more to the point, their
databases and models
were used so that
Americans could tell
stories to each other."
Felix Salmon http://goo.gl/GxfMp

14. “Joined-up data that
enables you to
understand which
stories to tell to who,
and how and when
they should be told.
That's the future of
marketing, right
there.”
Neil Perkin http://goo.gl/B6Mah

15. Stories
that scale

16. Having
creative /
editorial and
data analysts
on the same
team.

17. NUMBERS
+
STORIES

18. BIG DATA
+
CONTENT
+
CUSTOMER EXPERIENCE

19. Customer decision
journey
Consider
Bond
Advocate Evaluate
Enjoy
Buy
Mckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review

21. Customer Centric Planning
Consider Evaluate Buy Bond Advocate
Search Engine 1 3
Brand website 7 8
Price Comparison 4 6
Social Media 2 5 9 10

22. Forrester’s Content Ecosystem

24. Storystream

25. BIG DATA
+
CONTENT
+
CUSTOMER EXPERIENCE

26. BIG DATA
+
BIG STORIES

27. There’s a
white
paper
http://goo.gl/7uT1x

28. Download the paper at
htt://brilliantnoise.com/
Ta-dah! nokiapaper
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