Jonathan Van ParysTechnology Lead at Semetis

How to leverage technologyin order to meetbranding objectives?

How to leverage technologyin order to meetbranding objectives?

Data

2005

2010

2015

Digital data storage in exabytes (IDC)

Lots of Data.

Quantity of data being created and stored is exploding.

Data explosion

Social media

Growth of channel and device choices

Shifting consumer demographics

Financial constraints

Decreasing brand loyalty

Growth market opportunities

ROI accountability

Customer collaboration and influence

Privacy considerations

Global outsourcing

Regulatory considerations

71%

68%

65%

63%

59%

57%

56%

56%

56%

55%

54%

50%

Percent of CMOs reporting underpreparedness

50%

Corporate transparency 47%

Data in Marketing

Accessible Data.

Getting the data you need is easier than has ever been. APIs are going to rule the world.

The rise of open APIs

The rise of open government data initiatives

data.gov.be

Timely Data.

No more waiting10 days to getthe data you need.

The real-time web

Flexible Data.

Choose what data you collect.

Definitive Data.

No more guessing. People speak with their clicks.

Data + Marketing

It’s the most exciting time ever to be in marketing. Capture, monitor and measure impact like never before.

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I think marketing is the new finance. In the 1960s and 1970s we got interesting data. So we saw huge gains in understanding performance in the finance industry.

I think marketing is in the same place: now we’re getting a lot of really good data, we have tools, we have methods, we have smart people working on it.

Hal Varian, Chief Economist at Google

How to leverage technologyin order to meetbranding objectives?

How to leverage technologyin order to meetbranding objectives?

Collect the right data.

?source=record-in-brief

?source=primary-nav

Data alone is not enough.Data needs poetry.

Brendan Dawes

Create the right interface.

The interface needs to identify what’s worth saying and help say it intelligibly.

Information display

The interface needs to identify what’s worth saying and help say it intelligibly.

Information navigation

Information hierarchy

We build data-rich applicationsbased on data collected around objectives.

Monitoring is better, more insightful and more fun.

Twitter Semetis Trends

Trending topics

We use impression data, evolution and speed of evolution to identify trending topics.Correlates very nicely with TV, radio campaigns, and big events.

Display focus

Easy access to top Display placements.

What next? track the top 10 sites your banners appear on.

track which display visuals work best.

track how often your brand is searched in Google.

track how often your brand is mentioned on Twitter or Facebook.

track what words are associated with your brand based on what people type.

What next?

track how many people like your website or Facebook Pages.

track which region your brand is most known in.

track which regions your banners are most often seen in.

What next?

Today’s availability of data on the web makes it possible to build applications that track your specific branding goals.

Tracking these objectives becomesbetter, easier, more timely, and more fun.