Andrew Pinkness, Director of Business Innovation at AMV BBDO, shares his thoughts on the hot topic of Big Data from his unique agency perspective at an IPA 44 Club event in London. To learn more about The IPA visit www.ipa.co.uk and The 44 Club here http://www.ipa.co.uk/groups/44-club-2

1. AMVBBDO Client 28May2014
BigData:ACreative
AgencyPerspective
Andrew Pinkess
Director of Business Innovation
AMV BBDO
pinkessa@amvbbdo.com
IPA 44 Club
19 May 2014

2. AMVBBDO Client 28May2014
• What is big data?
• Has it been overhyped?
• Turning small data into big data
• 6 data opportunities for creative agencies
• Some further reading
WhatI’mgoing tocover

3. AMVBBDO Client 28May2014
Data is transforming business

4. AMVBBDO Client 28May2014
Source: Dachis Group

5. AMVBBDO Client 28May2014
Outsidedata
asimportantas
insidedata

6. AMVBBDO Client 28May2014
SMARTER
BIGDATA
APPS
BRINGING
ANALYTICSTO
THE MASSES

7. AMVBBDO Client 28May2014
Everyoneisjoiningin
Cebit Hanover 2014

8. AMVBBDO Client 28May2014
Biggerinvestmentindata
How would you describe your company’s
investment in analytics?
Source: Lavastorm Analytics, Analytics 2013 Survey – analysis based on 591 expert interviews
What area is your company investing in 2013?

9. AMVBBDO Client 28May2014
Moreanalytics,lessgutfeel
Source: Booz & Company Analysis from expert interviews, 2013

10. AMVBBDO Client 28May2014
“I've spent my life dealing with people who've got all the data in the
world and yet they can't invent anything.”
"To those brands that say 'I understand you' I say 'F*!& off, you don't
understand me. Mind your own business, I don't want to be understood
by you. I John Hegarty don't understand myself sometimes… and it can
be fun.'"
Noteveryonethinksit’sagood thing
John Hegarty

11. AMVBBDO Client 28May2014
Just 3% of CMOs say that
analytics contributes “very
highly” to their company’s
performance
Source: McKinsey, 2013 CMO Survey (http://bit.ly/1g6LDQ5)

12. AMVBBDO Client 28May2014
“98.8% of CMOs say that finding the right
marketing analytics talent is ‘challenging’”
Atalentcrunch
“In Dec 2013, 6000+ companies were hiring
Data Scientists on LinkedIn”
Sources: McKinsey, 2013 CMO Survey (http://bit.ly/1g6LDQ5), DSC Internal Analysis (http://bit.ly/1eskwz3 )

13. AMVBBDO Client 28May2014
Soareweheading forafall?
Source: Gartner 2013 Hype curve

14. AMVBBDO Client 28May2014
Wecanchoosetoignoreit…

15. AMVBBDO Client 28May2014
Orembraceit…

16. AMVBBDO Client 28May2014
• Which consumer groups offer best growth opportunities?
• Are there niche sectors which provide growth potential?
• What impact are new media channels having on sales?
• Do YouTube views lead to increased sales?
• How do we optimise marketing and media mix to achieve best results?
• How can we exploit social to influence brand momentum?
• What is the most effective way of combining TV and digital spend to
deliver the best commercial results?
• How do we identify influencers in communities we want to reach, and the
extra reach they can offer?
Keyquestionsclientswanttoanswer

17. AMVBBDO Client 28May2014
• No big data programme is a quick fix
• Today’s data pioneers have built capabilities over many years –
Amazon started in 1994
• Short term focus tends to be on tactical data and reporting requirements
• Longer term moves to interconnected datasets - value is greater than sum of parts
• As more data are added, more new connections can be made
• Data will become central to most organisation’s business strategy and marketing
processes (including campaign planning and development)
Turning smalldatainto bigdata
NB Data gets more interesting & relevant the stronger you are in digital,
mobile, social

18. AMVBBDO Client 28May2014
(Big)data
opportunitiesfor
creativeagencies

19. AMVBBDO Client 28May2014
1. Selling more product
2. Supporting creative innovation
3. Cross-selling and up-selling
4. Tracking & optimising performance
5. Proving effectiveness
6. Selling in platform ideas
6DataOpportunities

20. AMVBBDO Client 28May2014
Facebook likes to encourage purchase
Using weather to drive sales
Anticipating what you want to buy
1. Selling more product

21. AMVBBDO Client 28May2014
Problem
How to overcome
insecurity at the time
of shopping?
Solution
Connect physical
clothes hangers to a
Facebook collection
Result
8m likes, shares,
forwards and posts
Do you take the
popular shirt with
more than 1,000 likes,
or go under-the-radar
and pick the one with
just a couple
hundred?

22. AMVBBDO Client 28May2014
22
Usingweatherdatatodrivesales
Starbucks sent a simple email promoting hot drinks to customers
who are experiencing cold weather.
With no incentive/offer, Starbucks saw large incremental sales
vs. control group and emails had above average open rate –
suggesting high relevance

23. AMVBBDO Client 28May2014
Problem
How to optimise amazon’s
distribution network to better
compete with the immediacy of
high-street stores
Solution
Apply statistical probability
modelling to ship products to
where they will most likely be
needed, inadvance of being
ordered
Result
Lots of very worried
retailers…

24. AMVBBDO Client 28May2014
Mercedes – Escape the Map; #You Drive; Sound with Power
Pepsi Max - Unbelievable
Sainsbury’s – Christmas in a Day
2. Creative innovation

25. AMVBBDO Client 28May2014
Mercedes

26. AMVBBDO Client 28May2014
PepsiMax-Unbelievable

27. AMVBBDO Client 28May2014
Sainsbury’s-ChristmasinaDay

28. AMVBBDO Client 28May2014
3.Cross-sellingandup-selling
Facebook:dailypagefansand
contentengagement,helpedtosellin
socialmediamarketing
Trendsinconversationsentiment,linkedto
campaigncalendar,promptedmoveto
integratedcommsapproach

29. AMVBBDO Client 28May2014
Lufthansa – Creative optimisation
Mercedes – Flow
P&G – Data central
4.Tracking&optimisingperformance

30. AMVBBDO Client 28May2014
Cost Per Ticket Sale 17%
Click Thru Rate 5%
LOCATION
Current location based
on consumer’s IP
address
WEATHER
Conditions by postcode
pulled from Weather
Underground
TIME & DATE
Scheduled offers,
promotions, etc. using date
range and time
Dynamiccreativeoptimisation

31. AMVBBDO Client 28May2014
Flow
Datadashboards

32. AMVBBDO Client 28May2014
• Installedinover50P&Gofficelocationsglobally
• Complexdataispresentedvisually,allowingleaderstoviewitmoreeasilyandprocessinformationfaster
• NetworkofanalystsalsohelpstheCompanysavetimeandmoneybyreapplyinglessonslearned
• Businessleadersaroundtheglobeseethesamebusinessdatainthesamewayatthesametime
• Increasedsynergiesresultedinsavingsoftensofmillionsofdollars
Missioncontrol

33. AMVBBDO Client 28May2014
5.Provingeffectiveness

34. AMVBBDO Client 28May2014
6.Sellinginplatformideas

35. AMVBBDO Client 28May2014
JohnLewis–BearandHare

36. AMVBBDO Client 28May2014
Further reading…
Analytics 2.0 & 3.0
Advertising Analytics 2.0; HBR, March 2013 Advertising Analytics 3.0; HBR, December 2013

37. AMVBBDO Client 28May2014
When geeks rule the world…

38. AMVBBDO Client 28May2014
Data+storytelling=success!