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
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.
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?
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.
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.
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/
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/
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.)
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
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tim_brunelle@mcad.edu