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MINDSHARE
Adapt or Die: How Agencies Must Evolve to the Ever-Changing Digital
Landscape
Today’s media landscape is evolving at an unprecedented rate
2
BLACK & WHITE TV
FIRST SATELLITE
BROADCAST
RISE OF CABLE TV
MORE ADVERTISER-SUPPORTED NETWORKS
DIGITAL AND
INTERNET REVOLUTION
SMARTPHONES HDTV TABLETS OVER-THE-TOP DISTRIBUTION
CHANGE IS ACCELERATING.
1950s 1960s 1970s 1980s 1990s 2000 - 2005 2006 - 2011
2012 AND BEYOND
XBOX LIVE CAMERA IN DEVICES/TV-
LEARNING THE CONSUMER
TARGETED ADS
PERSONALIZED RECOMMEND-
ACTIONS
ENHANCED CONTENT SEARCH
CAPABILITIES
CLOUD-BASED CONTENT DELIVERY
SOCIAL TV DIGITAL RADIO VIA MOBILE AND
TABLET APPS
…
DVR FIRST DOWNLOAD-
ABLE CONTENT
SOLD
MP3 PLAYERS
VIDEO STREAMING
DIGITALTV
CONNECTED WORLD
3
Infinite devices & channels
Finite time & attention
4
But the object remains the same
Right • Audience
• Format
• Creative & Message
• Setting (Time, Place, Context)
Reach
Drive • Relevance
• Receptivity
• Attention
Influence
Maximize • Response
• Outcome
Impact
5
Veracity
Data Uncertainty Managing the reliability and predictability of inherently
imprecise data types
Velocity
Data in Motion Analysis of streaming data to enable decisions within
fractions of a second
Volume
Data at Scale Terabytes to
petabytes of data
Variety
Data in Many Forms Structured, unstructured,
text, multimedia
more and more signals to better understand a consumer
Just having data is no use unless it can be turned into…
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Value
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Use a combination of analytical capabilities
What happened? Mining past data to report, visualize, and understand what has already happened — after the fact
Descriptive
Why did it happen?
Leverages past data to understand the underlying relationship between data inputs and outputs to understand why something happened
Diagnostic
What can I do more?
Determines what “value add” can be provided before the consumer realizes the need
Pre-emptive
What will happen?
Determines which decision and/or action (“what if”) will produce the most effective result against a specific set of objectives and constraints
Predictive
What should I do?
Investigative data to proactively seek opportunities to target (emergent outcomes)
Prescriptive
Sense & Respond Predict & Act
Hindsight Insight Foresight
Data-to-decisions process
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Volume Variety
Velocity Veracity
Data Actions Insights
Audience (Who)
Message (What)
Time (When)
Channel (Where)
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Valu
e
Event
Data captured
Insights delivered
Action taken
Time
Action time
Improve response time to opportunities
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Information Capture, transform and visualize relevant data
into meaningful business metrics
Input to Outcome
Insights Identify underlying drivers, patterns, & trends; understand
behavior and predict outcome
Impact Operationalize data driven decisions to realize sustainable business value and
competitive advantage
Focused at helping brands bridge
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Enlighten
Creating Insights To
Empower
Leveraging Data To
Enable
Using Partners To
A closed-loop phi losophy
1. 2.
4. 3. 12
THANK YOU