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Why data-driven
decision makers are
winning the game
16 Oct, 2015 - @thaneryland
Key topics for today
Caveats
State of marketing
Data landscape
Data impact for marketers
What winners are doing
State of marketing
Data-absent perspectives still embedded
“Data is a hassle” mindset perpetuates
Guesswork
Gut feel
Prejudiced thought
FOMO leads to copycatting
What you
measure
Where your
content
resides
Where your
customers are
What you measure
Where your
content
resides
Where your
customers are
71% of sharing is on “Dark Social”
71%
29%
Social sharing realities
Dark Social Publicly sharing social content
29%
Data landscape
Select sightings from across marketers' spheres of influence
“In short: we need a new operating system for the modern organisation” –
Lee Bryant (Oct 2015)
Data impact for marketers
Select examples
What winners are doing
Daily practices that deliver better marketing results
3rd
Party
Biz
Social
Of active Vine users
are male
57%
married (45%) or in
a relationship (15%)
60%
Are 25+ yr old
(16-24 is largest
segment at 42%)
58%
university (47%) or
post-grad degree
(13%)
61%
Have 1+ children
(33% have just one
child)
50%
DEBUNKING MYTH 1: VINE USERS ARE SINGLE
They are young – 16 – 24 yr olds comprise 42% of active Vine users.
However, data indicates that many of them are also married and have
children.
The high percentage of married/in a relationship Vine users could also
reflect the high concentration of users in more traditional markets such as
China, India, Indonesia and Brazil
Recommendation:
• Shoot more images with people in a relationship or with children
• Open up social marketing/comms language to reflect the local market
realities of Vine users being married and with children
Buzz Web traffic Organic search
All your data
The data you
need
