Foredrag av Nathan Barling, Global Chief Data & Technology Officer iProspect Globalt, på vårt seminar Digital Performance, 3. november 2015.

1. CONNECTING CONSUMERS THROUGH DATA
HOW POPULAR BRANDS FACE
THE MULTI-SCREEN REALITY
Nathan Barling, Global Chief Data & Technology Officer, iProspect
@NathanBarling

2. Marketers normally build plans
up to a year in advance

3. Everyone has a plan until they
get punched in the face.
- MIKE TYSON

4. 88% of digital marketers
consider real-time marketing
critical to their success

5. Data driven decisions have
become the expectation

6. the marketing ecosystem continues
to grow massively complex

8. need to build connected story across
all touch points

9. To review.. you need real-time, data driven,
omni-channel, multi-device, connected
story telling campaigns across the entire
consumer journey… sound easy?

10. In 2015, the average human
attention span is
shorter than that of a goldfish.

11. In 2015, there will be nearly 3
billion Internet users - more
than 40% of the world’s
population mostly due to
mobile smart phone usage.

12. An Estimated
27,000,000
pieces of
content are
shared daily

13. Have marketers matured our
content distribution methods?

14. Content that uses crude audience targeting

15. Content with a lack of relevance

16. Advertisers must evolve or
face extinction

17. s c i e n c e
You must find the balance between the
art
and the
science

18. Source: Harvard Business Review
Companies
with skilled data analysts
outperform competition
by more than 24%

20. Synchronised advertising increases awareness and brand
& image metrics.
Synchronised cross-screen campaigns bring
increased ad awareness:
-58%
+42%
Uplift in Brand and image metrics through
synchronised cross-screen campaigns:
Brand Attitude +38%
Word of Mouth +18%
Purchase Intention +8%
Brand Interest +9%
“A brand I trust” +21%
“Innovative brand” +62%

23. 9
23

24. 9 24
Germany wins the World Cup!!
Congratulations to both teams on a great
match.
0m

26. Guerilla Advertising
Raining again in London? It is beautiful in Paris
today, plan your holiday now.

27. If average temperature…
> 18⁰C< 18⁰C
Revenue increase of 586%
Cost of sale decrease by 16%

28. Stock Market
Geofencing
Bidding
Temperature Ad
Copy Insertion
Reactionary
Weather
Exchange Rates
Competitor Price Comparisons
TV/Radio Response
Bidding
Guerilla Activation
Website Story
Carryover
Pop Culture Events
OOH/Door Drop
Location Bidding
Search+ Social
Solutions
00:10
25oC
A
B
£

29. Data is nothing on its own.
Actionable insights drive value

30. W
ONE
CONSUMER
PROGRAMMATIC
2ND SCREEN
DISPLAY
VIDEO
PAID SEARCH
PAID SOCIAL
ReACTION ID

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32. THANK YOU
Nathan Barling
Chief Data & Technology Officer
iProspect