Mobile + Cloud+ Big Data = Digital Win
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be SMART think BIG act FAST measure ALL do GOOD & be HAPPY TM Mobile + Big Data + Cloud = Digital Win Accelerator Communications Tuesday 19 August 2014
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Accelerator insight presentation delivered by Keith Paulin, CEO, iiWorks
Transcript of Mobile + Cloud+ Big Data = Digital Win
be SMART think BIG act FAST measure ALL do GOOD & be HAPPYTM
Mobile + Big Data + Cloud = Digital WinAccelerator Communications
Tuesday 19 August 2014
About iiWorks
Since Day 1 in April 2004, iiWorks has steadily grown to become a highly professional and substantial digital media agency.
Like Automattic, the makers of WordPress, and 37 Signals (now Basecamp), we run a 100% “distributed” company - our Team Members are located across Australia, our home country, and around the world.
Every Team Member is an employee of iiWorks and works remotely. Over the years, this has enabled us to attract, retain and develop some of the best minds in digital marketing.
We have many clients that we have never met in person, and many of the Team have never met physically. And it works…we have been able to engender a huge level of trust, both with our clients, and amongst our team.
We take pride in the longevity of our client relationships and in the longevity of our team member relationships.
The phrase “quiet achiever” exemplifies iiWorks and our specialist business units:
• digitaladvertisingWorks• webdesignWorks• seoWorks• socialmediaWorks• hotelmarketingWorks
About four years ago we developed our “be SMART think BIG act FAST measure ALL do GOOD & be HAPPY™” philosophy which we use to benchmark every decision, internal and external, and only when an idea, concept or business practice meets all these criteria do we then take things forward.
Others talk, we lead by example. We get stuck in and complete the job at hand, on time and on budget.
Yes, we would like to work with you…as genuine partners working together to achieve mutually beneficial outcomes…
10 years experience, still learning every day…
A Journey…
A journey of a thousand miles begins with a single step.Lao-tzu, The Way of Lao-tzu
Chinese philosopher (604 BC - 531 BC)
A journey to a thousand customers begins with a single click.Keith Paulin, iiWorks
Digital crystal ball gazer (1960 AD – ?)
MOBILE
“In Australia people have more mobile devices than toilets…”
Mobile Data Growth…
Real mobile growth…
“So what does this all mean…”
MOBILE
Design and UX order must change…
Design and UX order must change…
Plus…
Creative…Starts here…
Media…Starts here…
Web site design…Starts here…
Smartphones…Smartphones will become “intelligent phones” with more intelligent apps…
Smartphones…Smartphones will become “intelligent phones” with more intelligent apps…
Smartphones…Smartphones will become “intelligent phones” with more intelligent apps…
Mobile creative…
Unique creative micro-executions for…
• Smartphones
• Apps
• Tablets
• PC’s
• Smart Large Format TVs
Unique media buying micro-executions
Which means advertising must get more intelligent…
BIG DATA
“It’s about getting the right data at the right time…”
Big Data…
Don’t like data? You won’t like the future.Beth Comstock
Senior Vice President, Chief Marketing Officer for GE
Yes you will.Keith Paulin, iiWorks
Australian crystal ball gazer (1960 AD – ?)
Big Data…
The crunching of disparate databases
to discover eerily accurate customer trends…
…in the short term transform those into actionable strategies and tactics...
…in the medium term start predicting trends…
…and in the long term start making trends.
Big Data…
Big Data
http://www.baselinemag.com/analytics-big-data/slideshows/surprising-statistics-about-big-data.html
Big Data…
Big Data…done badly…
http://www.whoisremarketingme.com/
http://www.whoisretargetingme.com/
http://www.whoisretargeting.me/
Big Data…
Big Data…• Cross referencing multiple owned data sources
• Behavioural tracking and behavioural targeting
• Remarketing, not stalking, based on data
• Technology powered targeting, creative multi-targeting
• Highly-targeted audiences• At the right time• With the right message• In the right context• On the right device
Big Data - Outbound…
Big Data…
Big Data…
BIG DATA
“So what does this all mean…”
Big Data…
http://www.accenture.com/us-en/Pages/insight-cmo-digital-transformation-summary.aspx
Data driven marketing…• Who are my current customers
• Do I want more of them
• Where are they hiding
• Who are my next customers• Where are they hiding
• How do we convert them
• Start mapping personas to creative micro-messages
• Then map micro-messages to micro-media decisions
Create personas…
Algorithms…
How to distinguish the “signal” (the critical insight) from the “noise” (the massive amount of unmanaged data) to distillwisdom remains a fundamental challenge — and a significant opportunity for the future.
Correlation vs causation…
Big data predictions…
Cookies are out, data fingerprints are in…
Data & User fingerprints…
https://panopticlick.eff.org/
“…Your browser fingerprint appears to be unique…”
Responsive INTELLIGENT web design…
More than just personalisation…
Predictive analytics…It’s about looking forward…
The Internet Of Things…
+The Internet Of Things
Text
Sub-heading…
The Internet Of Everything…
Recently acquired by Samsung - http://www.smartthings.com/
The Internet Of REALLY Everything…
Big Data & Customer Partnerships…
One service telcos are keen to offer is a fast lane for their customers. This could see, for example, a Vodafone customer get higher quality movies at faster speeds for a nominal fee. “Think about what Comcast is doing right now in the US: they have gone to Netflix and gone ‘alright, rather than me fighting you; me trying to create my own Netflix, how can we link our business models together to where we both prosper in this rapidly changing environment?’,”
Bill Morrow,
NBN Co Chief Executive
Privacy…
Privacy…
Goose for dinner…
Big Data…
Yellowfinhttp://www.yellowfinbi.com/
RoamBIhttp://roambi.com/
Cognizanthttp://www.cognizant.com/
Cyfehttp://www.cyfe.com/
Data Analytics Resources…
THE CLOUD
“It’s about getting the right data at the right time…at the right price…”
The Cloud…
The Cloud…
Allows remotely based computing resources— such as servers, databases, and applications— to be delivered via the Internet (instead of being owned and hosted internally), allowing for flexibility of resources and, in many cases, much lower cost.
The Cloud
http://www.baselinemag.com/analytics-big-data/slideshows/surprising-statistics-about-big-data.html
THE CLOUD
“So what does this all mean…”
The Cloud…
The catalyst for bringing together Mobile and Big Data to deliver marketing ROI.
Data accessibility…
Data scalability…
Data analysis…
Speed…
Price…
MOBILE + BIG DATA + CLOUD
“MOBILE + BIG DATA + CLOUD = DIGITAL WIN
Primary takeaways…Half the money I spend on advertising is wasted;the trouble is I don't know which half.
John Wanamaker
American marketing pioneer (1838 AD – 1922 AD)
Half the money I spend on advertising is wasted;the trouble is I now know which half.
Now to get the other half working just as hard.Keith Paulin, iiWorks
Digital crystal ball gazer (1960 AD – ?)
At our core, Microsoft is the productivity and platform company for the mobile-first and cloud-first world. We will reinvent productivity to empower every person and every organization on the planet to do more and achieve more.
Satya Nadella, CEO, Microsoft
Responsive INTELLIGENT web sites…
Persona 1 Persona 2
Data Consolidation Plan…
Start small…
Learn About Data…
Creative…
Digital Winning looks like this…
be SMART think BIG act FAST measure ALL do GOOD & be HAPPYTM
