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Data driven design_DigitasLBi

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BIMA (British Interactive Media Association)
BIMA (British Interactive Media Association)

Slides from Alex Loveless (Head of Data at DigitasLBi) who spoke on 'data-driven design' at a breakfast briefing run by BIMA on 18 February 2014.

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DATA Driven Design Alex Loveless Head of Data DigitasLBi
Big Data (The peak of inflated expectations) The trough of disillusionment The Slope of Enlightenment
STOP WORRYING ABOUT BIG DATA
It’s not about the Big data it’s about the big questions
PPC   ORGANIC   DISPLAY   EMAIL   AFFILIATES   customer lifecycle JUST GIVE ME WHAT I WANT! WEB   MOBILE  
CUSTOMERS DON’T EXPERIENCE CHANNELS
OPTIMISED BRAND EXPERIENCE
OMNI-CHANNEL INSIGHT
PPC   ORGANIC   DISPLAY   EMAIL   AFFILIATES   WEB   MOBILE   PURCHASE   customer lifecycle DATA STRATEGY OPTIMISATION
Personalisation
media   purchase   Call   Centre   CRM   DATA Offline   2nd   Party   POS   analyAcs  
media   purchase   Call   Centre   CRM   DMP Offline   2nd   Party   POS   analyAcs  
MVT
  header nav   logo   hero   Targeted   module   promo   Targeted   module   promo   Targeted   Module  
Early-Mid-Twenties Xbox Owner Likes Football
  header Xbox owner nav   logo   hero   Previously bought Call or Duty Targeted   module   promo   Targeted   module   promo   Targeted   Module   Is probably male 16 - 25 Was previously on Manchester Utd site Has searched for TV’s
  header nav   logo   6 Modules hero   Dynamic   text   promo   Dynamic     text   promo   Dynamic     text  
3 age ranges 2 genders 5 product lines
30 assets per Module
180 Total Assets Created
729,000,000
  header nav   logo   hero   Dynamic   text   promo   Dynamic     text   promo   Dynamic     text  
Really Freaking Big
  header nav   logo   hero   Display   Ad   Affiliate   promo   PPC   display   Dynamic   text   Dynamic     text   promo   Dynamic     text  
Progressive Profiling Seen   Ad   Searches   Adds  to   basket   buys   returns  
There’s a Catch
DON’T TRUST THE DATA
RISK
RISK
TEST TEST TEST
Email PPC Social SEO Web behaviour Mobile social purchases creates customer data creative social CRM app analysis media UX 3rd party informs value prediction segmentation behaviour
?   ?   ?   ?   DMP ?   ?   ?   ?  
START SMALL
MAKE A STRATEGY
GO WITH WHAT YOU KNOW
OPEN YOUR MIND
WHAT ARE YOUR BIG QUESTIONS?
CHEERS!

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