Mumbrella360 video: Ten data planning mistakes I made so you don’t have to

In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.

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Ten data planning mistakes I made so you don’t have to

Sam Stark, strategist at Quantium, talks about client engagement, getting to know who your customer is (not who you think it is), winning over clients, understanding metrics and making them work for you, and why you shouldn’t limit your advice to what the client wants – always challenge them.


  • 0:00 What is Quantium? Not an agency but a source of data sets
  • 2:27 Clients include Woolworths, Foxtel and NAB
  • 4:00 10 mistakes I have made so you don’t have to
  • 5:00 Mass targetting is not the answer – everyone is not the same
  • 7:00 Coca-Cola: 18% of shoppers driving 80% of brand volume
  • 8:20 For the average brand, 33% of highly loyal consumers in 2007 defected completely in 2008
  • 9:15 Creating an artificial view of the customer – they’re often opposite of what you think
  • 11:58 Projection bias
  • 12:44 Aspirationalism
  • 16:35 Clickers are not purchasers: measurement must reflect need
  • 17:30 Test and control measurement: the control group matters
  • 19:00 The Risk of overstating campaign performance based on initial figures
  • 20:59 The Big Reveal vs The Win Without Pitching Manifesto
  • 23:06 Replace presentations with conversation
  • 23:36 Every situation is different: permission to stop improving
  • 26:00 Undermining others
  • 29:00 When the client wants TV when you recommend other mediums
  • 30:00 Don’t limit your advice to what you are being asked for: challenge your client
  • 30:30 The top 10 mistakes: in summary
  • 32:09 Presentation concludes

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