The document discusses using data and technology to innovate guest experiences for a service brand. It talks about focusing on understanding consumer context to deliver personalized, relevant experiences in real-time. Data is described as the "oxygen" needed to understand context. Big data is characterized by its large volume, variety and velocity from digital sources. The goal is to use data strategically to design empathetic, natural experiences for humans.

1. D ATA D R I V E N
L E T S TA L K A B O U T E X P E R I E N C E S

2. S E R V I C E B R A N D
wants to transform using experience
innovation. If you were the Brand
manager / Agency innovator - how
would you innovate guest experience?

3. Community
Technology
Data

4. Story SystemsCommunity
SubstanceTechnology
ScienceData

5. – C H E E R S T H E M E S O N G
“Sometimes you want to go where everyone knows your name.”

6. D I G I TA L
D I S R U P T I O N
S P E E D
S U B S TA N C ES T O RY
S C I E N C E

7. D I G I TA L
D I S R U P T I O N
S P E E D
S U B S TA N C ES T O RY
S C I E N C E

8. S O … W H AT D ATA D R I V E N
E X P E R I E N C E ?

9. D ATA D R I V E N M A R K E T I N G
P E R S O N A L I Z E D - R E L E VA N T & TA R G E T E D
C O N T E X T U A L I Z E D - S P E C I F I C T O M Y S C E N A R I O
R E A LT I M E - I N T H E M O M E N T

10. – S U P E R PA L
“We need to focus on understanding consumer context to deliver
relevant personalized experiences.”
E X P L I C I T D ATA
D E C L A R E D
I M P L I C I T D ATA
I N F E R R E D
context
circumstances
people
when,
where

11. – A N O N Y M O U S
“We are in the age of context.”

12. – S U P E R PA L
“Data is the oxygen of the age of context.”
C O N S U M E R R E S E A R C H
P H Y S I C A L A N A LY T I C S
C A M PA I G N A N A LY S I S
S E N T I M E N T A N A LY S I S
I N N O VAT I O N M O D E L I N G
R I S K M O D E L I N G
E X P E R I E N C E A N A LY T I C S
F R A U D D E T E C T I O N
S M A RT C I T I E S
M U C H M O R E
P R E D I C T I V E

13. H O W D O Y O U R E A C H
C O N S U M E R S ?

14. D I G I TA L D ATA
V O L U M E
VA R I E T Y
V E L O C I T Y
T H I S I S B I G D ATA

15. 1,000,000,000,000+
AD#IMPRESSIONS#PER#MONTH#(GDN)#
30 BILLION
IMPRESSIONS#PER#DAY#
2 MILLION
WEBSITES#
94%
ALL#INTERNET#USERS#
T H I S I S B I G D ATA

16. – S U P E R PA L
“Hybrid discipline to mine BIG unstructured data.”

18. O N E L A S T T H I N G

19. DATA HELPS TO DELIVER RELEVANT HUMAN EXPERIENCES
X T+
D E S I G N F O R H U M A N S
E M PAT H E T I C N AT U R A L E X P E R I E N C E S
D ATA
S T R AT E G Y
A N A LY T I C S
S T O RY
S O L U T I O N
C R E AT I V E

20. @ R AV I PA L 1 2 1 4
thanks