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Data

The future of digital is divisible by the seven simple tenets

Taken from the intro to our speech at Digital Asia Festival to be held in Beijing, 7&8 November.

The speakers announced at the Digital Asia Festival, Beijing. Nov 2012.

James and Paul, collectively, know what the future of digital needs. And it’s in seven parts. eMarketer tells us that this year, global digital ad spend is forecast to top $105 billion, with Asia-Pacific accounting for $27.63 billion after North America ($40.3 billion) and Western Europe ($28 billion). So how should we maximize this expenditure?

To this end, James and Paul will bring to life the seven simple tenets needed to succeed in today’s world of data-driven digital communications. The seven simple tenets are: Continue reading “The future of digital is divisible by the seven simple tenets”

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Data-led creativity: more than just hype, it’s the future

Taken from my intro to the Media Innovation Group’s Spikes Forum:

Overview: Data represents a big business opportunity for the creative industry.

Talking about the light at the end of the tunnel…
“Big Data” is just a euphemism for “too much information to know what to do with it all”

When media teams became independent of their creative agency siblings, not only did the media revenue walk out the door of creative agencies, so did much of the detailed customer and media knowledge. Only the smarter creative agencies are working closely with audience data insights gleaned from media planning and buying across all sizes of project.

Meanwhile, marketers are finding all data slipping into the “Big Data” category; most marketers have access to masses of data and not the resources to do anything with it.

Soon in Asia Pacific, we will all be given much more access to data in more forms. But will we know what to do with it to make our communications more engaging, more exciting, more successful? Or will we just use data to push product more effectively? Continue reading “Data-led creativity: more than just hype, it’s the future”

#datadriveseverything – but not at Qantas

In an earlier post I outlined the three steps to success in communications: Content, Targeting, Distribution. One conclusion was that in the world of targeting and beyond, #datadriveseverything. It seems that targeting is something that Qantas needs to spend more time analysing:

Over at the mumbrella news & opinion website, Tim Burrowes flags that Qantas is spamming it’s database with scary stories (my words not his. For his words click here.)

Qantas PR team lacks data management skills

My comment:

This looks like a good example of a company that is only just starting to understand the opportunity provided data-driven communications.

Open communications, great. Poor use of database though.

Continue reading “#datadriveseverything – but not at Qantas”

The Future of Communications – in three easy steps

I was listening to the stories being told at the Nokia Forum for developers recently.

If content is king, distribution is...

When Kenny Mathers stood up and announced “if content is king, distribution is king kong.” This quote he attributed to Mark Ollila, another Nokia guru. Of course, their reason for flogging this line is that if the developers create the content, Nokia says it can deliver the right distribution.

A wonderful aphorism. Worth repeating again and again.

If Content is King, Distribution is King Kong


However, this takes for granted a Continue reading “The Future of Communications – in three easy steps”

Retail: ‘Swonderful. ‘Smarvellous. ‘Sdata.

“Supposedly in eight years, Kevin Rudd’s fibre to the home, 100 mega bits per second, broadband network will be completed and a velvet revolution will be underway. To put this in perspective if every other country stands still (they won’t) Australia will have the fastest broadband network in the world.” Steve Tindall, quoted here from his article on Retail & Buying Intelligence in mUmbrella.com.au is a retail guru in Sydney. This means a lot of businesses are going to have to workout what this “velvet revolution” means for them.

TescoIn the UK, Tesco’s Clubcard information allows the supermarket giant to gain information on Continue reading “Retail: ‘Swonderful. ‘Smarvellous. ‘Sdata.”

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