How easyJet used data to cut spend and boost its brand
Joseph Clift, Product Manager, Warc
"Big Data" has evolved from a marketing buzz-phrase to a marketing cliché over recent years. But brands still have a way to go before they understand, let alone fully utilise, the potential of the datasets available to them. That was the overriding message of Blind Data, an event organised by UK commercial TV trade body Thinkbox and held in London this morning.
A view from the client-side came from Peter Duffy, marketing director at easyJet, the low-cost airline, who offered a pretty compelling case study showing how the company is using a mix of its own data and sets from external sources to optimise its media planning. And there's no reason why many of the lessons from easyJet's story aren't applicable to brands in other categories.
Point of view: The Zen of social media
Molly Flatt, Social business director, 1000heads
Two years ago, I went on a 10-day silent retreat at a Buddhist monastery in the middle of the Thai jungle. One morning at 5am, in the first of the day's meditation sessions, with bites on my arms from the spiders I wasn't allowed to kill and cramps in my stomach from the food I wasn't allowed to eat, I finally achieved my revelation on the impermanence of all things. Praise the universe, I thought. Glory to the fickle world. In only 48 hours, this too will end, and I'll be able to go back to my blinkered, base, absolutely wonderful life of electricity, box sets and beef.
Back in London, I endeavoured to bring the lesson of eternal impermanence into my day job, because social media is surely the viparinama-dukkha of the corporate world. The once-startling pace of a Twitter feed feels positively sluggish compared with newer tools like Snapchat, the photo-messaging service which deletes users' images after 10 seconds, or Vine, the six-second video app which acquired four million users within two-and-half months of launch. Every day we're bombarded with start-ups promising to be the next global sensation, plus a raft of updates and tweaks from established platforms. For users, it can be a little bewildering. For businesses, it's hell.
New on Warc: Building luxury brands in a digital age
James Aitchison, Director, Warc
Luxury brands and the role of digital in building them are among the latest highlights on Warc. We also have case studies from the Jay Chiat and DMA ECHO awards, event reports from the US, Europe and Asia, the next dates in our series of Warc Webinars and news of two new Prizes now open for entries.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
Mythbuster: The mantra that 'mine is different'
Mythbuster, Les Binet and Sarah Carter, DDB
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the mantra that 'mine is different'.
A few years ago, we were working on a leading financial services brand. Our main client contact there was a smart data analyst who prided himself on his intimate knowledge of the brand and its millions of users. The brand had started to show signs of stalling and our analyst client was charged with finding out why, with our help. We started looking at a number of key measures and asked him what was happening to the brand's market share over time. 'Oh we don't track that. This is finance – it isn't baked beans you know' was the reply. But when we did a simple exercise to construct brand share and compare it with share of voice over time, we could immediately start to see what was causing the brand's problems. And in fact, the pattern our simple analysis revealed was entirely to be expected from what research has consistently proven is common to all markets.
Is Analytics replacing Consumer Insights?
Edward Appleton, Senior Manager Consumer Insights, Coca Cola Gmbh
A recent article in Research Live highlighted the re-branding of WPP's Insights Division from "Consumer Insights Division" to "Data Investment Management". CEO Sir Martin Sorrell explained the move as a way to bring the Insights and Media divisions closer toghether, thereby making it easier for Clients to manage and synthesize various data streams.
Makes sense – but why re-brand, removing the word "Insights" completely, with the new entity sounding more like a financial services offering?