Experience Digital Takeaways | No. 1: Fuel Experience Through Data
Just before we rolled into April, we attended the American Advertising Federation’s (AAF) first ever Experience Digital Conference in Chicago with 250+ senior to executive level digital advertising and marketing professionals in search of insight in today’s data-driven industry. From fueling experiences through data to engaging with real-time content with industry experts like Starcom MediaVest Group’s Steve Simpson and DDB Chicago’s John Maxham we’ve recapped the best takeaways from the conference and will share them periodically. First: Learn how to fuel experiences using data.
But first, a little background: Experience Digital is one of the premier digital advertising events of 2014—an opportunity to look behind the curtain and see how brand marketing experts are utilizing the latest trends in big data; relevant, real-time content; and emerging digital ad formats. AAF brought together some of the most respected voices in the digital space for a full day of insight and inspiration, while connecting brands, agencies, and publishers who create meaningful experiences online.
Fuel Experiences Through Data
To kick off the first-ever Experience Digital was a Keynote on data by Steve Simpson, Global Director of Data and Analytics at Starcom MediaVest Group. And while it would be easy for a keynote on data to become dry, we were on the edge of our seats thinking about the shear number of possibilities data-driven marketing can provide.
Simpson spoke a lot about wearable technology: Nike Fuel Bands, Jawbone, Google Glass, and the like. These devices provide data on our audience 24 hours a day, seven days a week. And what it’s doing it picking up the gaps in people’s lives. Spikes mean movement, and movement means a marketing opportunity you may have missed if you weren’t focusing on the data.
• People Not Profiles
The best stories evolve over time and react to and adapt to the people who are reading those stories. So it’s essential for brands to talk to people as people, not audience profiles. That means once content is distributed, it shouldn’t stay stagnant; rather, it should adapt and change as the audience does.
• Content For People
So what does talking to people not profiles look like?
Spotify, for example finds customers and builds registrations by providing users a chance to discover music, a product that is arguably one of the most personal and sacred out there. How do they do it? Let’s say Person A, plays a track and shares it on Facebook. Spotify will share similar tracks to the one shared with prospective users (those friends of Person A who have similar likes on Facebook).
Another people-focused campaign was one that helped position Samsung’s first semi-professional camera in the top three in the category. They gave 1,000 cameras out and asked the users to take pictures and post albums on Facebook. In the end they had thousands of photos, and ran a contest for those same users to take videos using their camera. What resulted were 12 TV ads using content for people by people that resonated with the audience they were trying to reach.
While data analysis may seem overwhelming, Simpson says you can start today: “All you have to do is look for the patterns in activity, and then create content for people that is both relevant and timely.”
Simpson’s Golden Rule: Data + Ideas = Experiences