Data (by itself) is not enough презентация




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Data (by itself) is not enough Developed by: Cory Treffiletti Thoughts for the day on data…


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Let me begin by saying, simply, I love data.

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However…We operate in the data-centric world of advertising, and we need to acknowledge data is not the solution. At least not by itself.

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Data by itself can actually create more challenges than it solves What is my data strategy? What do I do with the data? Which data is the most important for me to use? What companies should I work with for data? What’s the difference between data management and activation? Do I have the right people to manage/activate the data? Do I even know what data I have access to? And a whole litany of additional questions that you are inevitably being tasked to deal with every single day in your role.

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you need more than data. You need data +

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Data + Strategy (for how to unify data and make it actionable) Technology (to harness the power of data and activate it) Insights (into the motivations of your audience) Expertise (in a category, in analytics, in the use of data) Content (that can deliver a message of value) Measurement (to prove the value of the data) Time (to optimize, to improve, to generate results)

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Data + strategy

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Data + technology

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Data + insights

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Data + expertise

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Data + content

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Data + measurement

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Data + time

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Data + (x) = results

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Bonus thought for the day… Optimization is easy It’s simple to optimize singular interactions with consumers based on data. You can easily and readily know a little about almost everyone you encounter in the digital landscape and optimize the delivery of a creative message based on that data.

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Creating relationships… that’s hard work The difficult part of being a marketer today lies in recognizing your consumer across multiple channels and devices, creating a rapport that is built off a common understanding and using that understanding to establish a trust resulting in a relationship, which creates loyalty. Trust creates loyalty and loyalty creates sales.

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Brands too often take the easy way out when trying to establish a relationship Just like in real life, there are many different kinds of relationships and some are disingenuous. Some are desperate. Some are one-sided. Brands can create bad relationships just as much as any inter-personal pairing.

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Don’t be a bad marketer. Build a strategy for using data, generate insights, implement technology and do all the other things mentioned herein so your marketing performs better. (your customers will love you for it)


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