Mumbrella360 video: How to humanise data
In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.
Simone Blakers, managing director at RAPP, and Lucy Acheson, head of data science & insights at RAPP discuss big data, how to get it, how to read it, how to assess the value exchange between a business and its audience and how to humanise it and gain insight using big brand case studies.
Timeline:
- 0:00 Introduction by Simone Blakers
- 3:00 The internet of things: global connectivity
- 4:15 Big data is the digital exhaust created by the internet of things
- 6:00 Meet Giovanni the greengrocer
- 7:30 Marketers: When was the last time you actually spoke to one of your customers in person?
- 8:30 Big data should allow big business to become personal again
- 9:20 Lucy Acheson: data trails
- 11:50 Buzzfeed street interviews on social media privacy highlights how much strangers know about you
- 15:30 What are brands trying to do and how can I keep control?
- 16:45 People are opting out more often up to 60% (ADMA research)
- 19:00 Transparency and engagement can be bedfellows
- 21:00 How do we humanise data: trigger-based campaigns
- 22:00 The 4 Vs: volume, veracity, velocity, variety meet the 4 Is: insight, intuition, interaction, impact
- 26:15 Moving people from passive consideration to advocacy
- 27:00 Data is an expense but insight is a bargain
- 30:12 Dynamic content: Westpac
- 32:19 Flash Talking: examples – data-driven real-time messaging
- 33:50 The Movable Ink example – ad-serving selections based on geo location and time of day
- 34:50 Quantifiable Self – McDonald’s case study on re-earning customer trust
- 37:30 Think about the data you have in your business and how you can bring it to the forefront of your customer’s experience
- 38:43 Key Out-takes
- 39:42 Presentation concludes
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