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The digital consumer - presented during the Annual Meeting for Society for Scholarly Publishing
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THE DIGITAL CONSUMER
2014 SSP 36th Annual Meeting
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WHO AM I?
Benjamin Spiegel
Sr. Partner, Managing DirectorStrategy & Insights
GroupM, a WPP Company
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GroupM is the leading global media investment management operation.Worldwide Billings – US $90.8bn – 400 offices – 21,650 Employees – 81 Countries
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175,000 Employees in 3000 Offices in 110 CountriesAdvertising; Media Investment Management; Data Investment Management (formerly known as Consumer Insight); Public Relations & Public Affairs; Branding & Identity; Healthcare Communications; Direct, Digital, Promotion & Relationship Marketing; Specialist Communications
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Importance of Data & Technology to WPPOver the past 5 years, WPP has invested more than USD $1B in data.
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TYPES OF DATA WE CARE ABOUT
Product Usage Offline Media
Online Media Online PurchasesCRM Insights
Online Purchases
Online Purchases In-Store Purchases
Demographics
Lifestyle & Attitudes Stakeholder Data
Brand Health Ad Exposure
Competitive Media
Social Measurements
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The Digital Consumer
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The Digital Evolutions of 2014/2015
What we see, hear and feel
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1. Change in ConsumersDigital Natives / Gen Me
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2. Device FragmentationNative and Adaptive content
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3. Consumption MethodsInnovation and Ease of Use
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5. The Technology is hereNow it’s time to innovate
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4. Analytics 3.1Devices & Embedded Analytics
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Next Steps and Considerations
That’s great, but what now?
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Users are Multi ChannelYou should be too; break down silos
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Hire a Data ScientistIf you truly look at your data, you will find opportunities
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Build a DMPCreate a centralized database
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Use Data to Tell StoriesThe lost art of visual storytelling
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Thank you
Tweet questions at @nxfxcom
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