Getting from data to information and from knowledge to insight

This is me 2

LLB, LLM Law in Developing Countries

PGDip Journalism

Lecturer in the Laws of Central Asia, SOAS

Technical Account Manager, Data General/EMC

City Reporter, Daily Telegraph

Director of City Business Skills, City College Brighton & Hove

General Manager, Brighton Racecourse

Insight Director, Propellernet

stefan@propellernet.co.uk / @stefanjhull

Insight before

strategy

How people live their

lives

The right tools for the

job

Other insights worth

thinking about

What happens

after insight

Some examples

Putting the insight cart before the strategy horse

1. Kick-off

Agree objectives and priorities

Team briefing Brand immersion

2. Audits

3. Insight

Competitor insight Keyword research Industry insight Persona insight Review content

assets

Customer insight Listening Identify influencers

and targets Customer query

maps

Review marketing plans

Forecasting

4. Strategy

6. Idea generation

for reputation for PPC for conversion for relevance

7. Campaign plans created and agreed

8. KPIs and reporting agreed

Link and social signal audit

Analytics audit Content audit Technical audit PPC audit Conversion audit

5. Delivery planning

Insight should be grounded in…

Your world Objectives - business, marketing and personal

What are the board-level objectives for your business? What do you want your marketing to achieve? What are your personal goals?

Targets and budget What are your specific key performance indicators (KPIs) and what is your budget to achieve them?

Target audiences

Who are your target audiences?

Industry landscape What are the key factors currently shaping your industry right now? What future trends can we see? What are the seasonal patterns?

Competitors Who are your main competitors, how are they performing, and what differentiates your offering from theirs?

Current marketing and PR/communications

What other marketing channels, online and offline, is your organisation currently using?

Current performance How well is your digital activity currently performing?

Current challenges What challenges do you currently face, both externally and within the business?

Brand positioning What is your brand promise and/or personality? Do you have tone of voice and visual identity guidelines? Do you have key messages?

Products and services What is the range of products and/or services that you offer customers?

People and resources Who is in the marketing and communications team(s) and how is it structured?

And…

Your customers’ worlds Motivations What motivates your target audiences to interact with brands like yours?

Behaviours What do we know about their specific behaviours around products and services like yours, online and offline?

Information goals What information do people seek around your products and / or services?

Current brand experience

What are people’s perceptions of your organisation based on the experiences they have with it?

Experience with competition

What are people’s perceptions of your competitors based on the experiences they have with them?

Landscape - cultural trends

What cultural trends are shaping your target audiences’ worlds?

Landscape - socio-economic

What economic and social factors are shaping your target audiences’ worlds?

Landscape - media, experts, commentators

Who are the commentators, media sites and publications that your target audiences will be reading?

Making sense of how people live their lives

“It’s complicated”

Technology

Business

Art

Reading

Sports

Film & TV Kids

Hobbies

Socialising

Celebrities

Lifestyle

Photography

Nikki

Beauty

Health

Homes and

Gardens

Fashion Fitness

Food

Drink

Travel

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Laura

And people are interested in lots of different things

Key Information

• Pain points/problems • Motivations/aspirations • Behaviours (inc.

keyword research) • Brand experiences and

associations

Which state matters the most?

And then to which

extent do the others matter?

What’s the primary state of being that we’re

interested in for the persona? What mode

are they in when doing research or making a

purchase?

• Work • Family • Friends • Relationship • Self

Manifesto “We believe…”

Persona Centric Insight

Engagement

Stories

Social currency

Triggers

Emotion

Practical value

Public

Sharing

Finding

Choosing

Experiencing

Social media

Paid media

Content/UX

SEO/ CRO

Insight and

Ideas

Insight and

Ideas

The right tools for the job

Finding information… let’s start with Google

http://www.google.com/trends

http://ubersuggest.org

Make the most of keyword insight by capturing it in the right format

37

Finding information… what about Twitter?

topsy.com

Finding information… what about Facebook?

Finding information… what about YouTube?

Some other insights worth thinking about

Taking into account different social styles

User testing

whatusersdo.com

52

“What information available within Google draws you to one website over another?”

Identifying influencers

Bloggers Online Media

Google

Socially Connected Customers

Niche Communities

Social Influencers

Brand Partners

https://klout.com/s/business

What happens when you’ve got the insight?

1. Insight

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2. Idea

58

59

3. Influence

60

4. Impact

61

5. Implementation

62

Some examples

Mark Warner

Cast your minds back to September 2012…

You probably weren’t thinking about

• We started by recognising that in terms of ski holidays there is no

such thing as a typical skier with a standard set of needs.

But there are certain groups that different ski businesses generally

target:

- Beginners

- Families

- Groups

- Fanatics

- …

Our route to success was to make life better for consumers

Mark Warner is known for helping beginners…

9

There is a real lack of the information these groups need to make decisions

Beginners Beginners: There is huge demand for advice and guidance for new skiers and snowboarders. Initially this guidance is in the form of resort queries, but quickly turns to questions regarding lessons, equipment, clothing, fitness preparations, and more. “Organising first trip” is the general heading under which a lot of queries fall. Learning to ski: People looking for the best way of learning. Potential content around methods to learn to ski, why lessons are the best way, and content around ski hosting to help people learn about what it is. Checklists: Many people find checklists useful when preparing for their skiing trips, as demonstrated by the plethora of them online. Try and find a family oriented one though, and you’ll struggle – there is a good opportunity for MW to be the authority here. Skiing or Boarding: A common beginner question; whether to ski or to board. There is no decisive content in this space.

Fitness Fitness and conditioning: There are lots of searches for ski exercises and workouts, with people looking to prepare their bodies prior to skiing. There are a lot of videos out there but none look very professional and this can be done much better if appropriate time and resource is allocated.

There is a lot of content looking at ways to reduce the stress while on a ski holiday and more specifically on a family ski holiday. Mark Warner already rank number three for stress free family holidays and so adding related content will help conversion

Stress free family holidays

Travel clients

Thank you