From Obama Data Campaign to NSA Data Scandal, how Brands and marketers can learn about this #BigData Dilemna to avoid Data Backlash

1. DATA DILEMMA
From Data Driven Campaign
to NSA Data Leaked Scandal
@domdelport

2. FROM «YES WE CAN» TO «YES WE SCAN»

3. The First Big Data Driven Marketing
Campaign for a Presidential Election
+100 Data Scientist & Analytics Engineers
ex from Google, Twitter, Pixar, Quora, ...

4. The First Big Data Driven Marketing
Campaign for a Presidential Election
#1 Tracking First
4

5. The First Big Data Driven Marketing
Campaign for a Presidential Election
#2 Fundraising through Project Narwhal
OFA raised 1 Billion $, hired 100 Scientists
5

6. The First Big Data Driven Marketing
Campaign for a Presidential Election
#3 Predictive Analytics for the 8
Swings States : Persuadability
Algorythmic Modelling :
66 000 elections / night
6

7. The First Big Data Driven Marketing
Campaign for a Presidential Election
#4 Targeted TV for
the 8 Swings States
550 000 ads
+ Data Fusion STB :
Unconventional
Programming
7

8. The First Big Data Driven Marketing
Campaign for a Presidential Election
#4 Targeted TV Unconventional Programming
How to target a 25/35 woman in Miami- Florida ( 1st state for spendings )
8

9. The First Big Data Driven Marketing
Campaign for a Presidential Election
600 000 FB > 5M viral > 1M registration
#5 Online & Social First for the last month : +100M$
Facebook for Young Adults (Pick 6 friends) , Voting Day Blast
9

10. The First Big Data Driven Marketing
Campaign for a Presidential Election
# A Tweet for History ( 808 112 RT )

11. LEARNING 1
BIG DATA REPRESENTS AN UNPRECEDENTED POTENTIAL TO BETTER UNDERSTAND
CONSUMERS, MICRO-LISTEN TO THEM, CONNECT LINEAR AND SOCIAL DATA,
TARGET THEM WITH GRANULARITY AT SCALE AND IMPROVE YOUR BUSINESS
RESULTS THANKS TO PREDICTIVE MODELLING AND ACTIONABLE ANALYTICS.

12. NSA DATA
From Data Driven Campaign
to Data Leaked Scandal

13. NSA/ PRISM : The First Big Data Scandal
THE LEAK

14. NSA/ PRISM : The First Big Data Scandal
THE HOME

15. NSA/ PRISM : The First Big Data Scandal
THE WEAPON

16. NSA/ PRISM : The First Big Data Scandal
The US gave Edward
Snowden’s middle
name James when it is
Joseph, resulting in
Hong-Kong’s decision
to let him fly to Russia
THE FAILURE

17. NSA/ PRISM : The First Big Data Scandal
54% : He was RIGHT to do it
He did a Good Thing
30% Disagreed in the US
19% only among 18-34
THE POLL
53% : He was WRONG to leave the US
and seek asylum in Russia
53%: He should be prosecuted for
Leaking NSA files

18. The First Big Data Scandal :
ALL AMERICAN BIG PLAYERS INVOLVED BUT TWITTER@emilandDC
WHAT IS PRISM ?

19. The First Big Data Scandal :
@emilandDC

20. The First Big Data Scandal :
ALL AMERICAN BIG PLAYERS INVOLVED BUT TWITTER ACT
A HUGE MICROLISTENING & TRACKING SYSTEM vs PATRIOT

21. The First Big Data Scandal : #Tracking
ALL AMERICAN BIG PLAYERS INVOLVED SINCE 2007 BUT TWITTER
@emilandDC

23. The First Big Data Scandal

24. The First Big Data Scandal

25. The First Big Data Scandal
Better Person Centric Analysis
94 entity types (email, IP..)
124 relationship types
(has father, travel with, employs..)
20 Billions datas /day
available in 60mns
Enterprise Knowledge System
Budget: 396M$

26. NSA/ PRISM : The First Big Data Scandal
Big Data = Big Brother ?
2
2

27. NSA/ PRISM : The First Big Data Scandal
raise International concern about Privacy,
Internet Regulation, New Public Rights ...

28. NSA/ PRISM : The First Big Data Scandal
raise International concern about Privacy,
Internet Regulation, New Public Rights ...

29. LEARNING 2
BIG DATA REPRESENTS AN UNPRECEDENTED THREAT TO PEOPLE PRIVACY AS EVERY
DIGITAL FOOTPRINT ( SOCIAL DATA, PHONE CALLS, CONNECTED OBJECTS, GEO
LOCATION...) WILL BE ACTIONABLE.
GOVERNMENTS, ORGANISATIONS AND COMPANIES NEED TO BE INCREDIBLY
CAUTIOUS HOW TO MANAGE THESE DATA ASSETS, HOW TO CONNECT THEM, HOW TO
PROTECT SYSTEMS & PEOPLE INTIMACY ... THIS IS NOT 1984. WHAT KIND OF
REGULATION ARE WE READY TO AFFORD WHEN WE WILL BE TRACKABLE 24/7 ?
WE DONT WANT TOMORROW TO HAVE A DATA DILEMNA : LIVE FREE vs GO ONLINE...

30. PEOPLE DATA
WHAT DO YOU THINK ABOUT
THAT DATA DILEMNA ?

31. From Data Campaign to Data Scandal :
Companies join the Conversation
Your Data is Already Big Business

32. From Data Campaign to Data Scandal :
#1 . Its Not about Data, its all about People

33. From Data Campaign to Data Scandal :
#1 . Its Not about Data, its all about People

34. From Data Campaign to Data Scandal :
#1 . Its Not about Data, its all about People
13% of internet users report they have
experienced trouble in a relationship
between them and a family member or a
friend because of something they posted.
1% say they have lost a job opportunity or
educational opportunity because of
something they posted online or someone
posted about them online.

35. From Data Campaign to Data Scandal :
#2 Generational Gaps for Data Privacy

36. From Data Campaign to Data Scandal :
#3 . All Data is not Equally perceived as Personal Data
What’s in Your Heart is less Private than What’s in your Wallet

37. From Data Campaign to Data Scandal :
#4 . All Data is not Equally Regulated and Protected by States
Most Legally Restricted : Argentina, Germany, Scandinavia ...

38. From Data Campaign to Data Scandal :
#4 . Better Speed Up : Brands are not well perceived
Who Users try to avoid
55% of internet users have taken steps
to hide from specific people or
organizations
TOP 3:
Hackers,
Criminals and
... Advertisers

39. From Data Campaign to Data Scandal :
#5 . People are reacting
64% clear cookies, browser history
36% not used website because it
asked for your real name
14% Encrypt their communications

40. From Data Campaign to Data Scandal :
#6 . Key Initiatives : UK - « Reclaim my Name »

41. From Data Campaign to Data Scandal :
#6 . Key Initiatives : US - « AboutTheData.com »
Key Initiatives for Tomorrow :
US - Acxiom « About the Data.com »

42. From Data Campaign to Data Scandal :
#6 . Key Initiatives : US - « End of Cookie and Google AdId »

43. From Data Campaign to Data Scandal :
#6 . Key Initiatives : EU - « Schengen for Data »
Vivianne Redding EU Commissionner want to impose a new
european right : « Right to be Forgotten »
Same initiative in California (janv 2015) for teenagers

44. LEARNING 3
THE ADVERTISING COMMUNITY IS UNDER SCRUTINITY. CONSUMERS START CHANGING
THEIR ATTITUDES AND ONLINE BEHAVIORAL. WHEN 73% OF BRANDS COULD
DISAPPEAR TOMORROW WITHOUT CONSUMER WORRY, THE DATA DEBATE IS A GREAT
OPPORTUNITY TO BRING THE TRUST BACK AND BE MORE MEANINGFUL.
BUT THE SPECTACULAR FAILURE OF #DONOTTRACK IS NOT A GOOD SIGN
TO AVOID UNILATERAL RESTRICTIONS FROM GOVERNMENTS (THAT WONT AVOID NSALIKE SCANDAL), WE NEED TO PROMOTE ACTIVE SELF-REGULATION AND TO MULTIPLY
INITIATIVES. EVERY COMPANY SHOULD HAVE DATA PRIVACY GUIDELINES.

45. DATA vs CONTENT
A new Trade-off for Engaging People

46. Data vs Content : Content start Conversations
How Entertainment Industry reinvent the Trade-Off

47. Data vs Content : Content start Conversations
How Entertainment Industry reinvent the Trade-Off
800 Data Scientists / 75% viewing time related to Algorythm
+20% market share when OTT + STB

48. Data vs Content :
How Entertainment Industry reinvent the Trade-Off
User
Brand
Give me
something
valuable
Buy my
product,
Subscribe to
my service
Trade - Off

49. Data vs Content :
How Entertainment Industry reinvent the Trade-Off
Rich content
or services
User
Entertain me,
Inform me,
Reward me...
Brand
Consumer
service
Engagement
/user data
Engage with
my Brand
Allow me to be
more relevant

50. Data vs Content :
How Entertainment Industry reinvent the Trade-Off
Connect
Rich content
or services
User
Easy to identify
myself and share
with my peers
Brand
Consumer
service
Engagement
/user data
Crossplatform
Experience
Data Mining

51. Data vs Content :
the Engagement Trade-Off
Create a Multi Brand
Platform
1
Action Data
For People
Engagement
2
4
3
Make People Data
Actionable
Help People
Connect
with Brands

52. Data vs Content :
the Engagement Trade-Off
HAVAS MEDIA & MFG LABS

53. Data vs Content :
the Engagement Trade-Off
Create a Multi Brand
Platform
1
Action Data
For People
Engagement
2
4
3
Make People Data
Actionable
Help People
Connect
with Brands

54. Data vs Content :
the Engagement Trade-Off
Social Brand Platform:
My Warner

56. Data vs Content :
the Engagement Trade-Off
Incremental Brand
reach
Direct Commerce
Media Performance
≤≤≤≤
My Warner
Friends
My Warner
base
Social Brand Platform: My Warner
200 000 members My Warner Base
20M My Warner Friends Free Media
3Billions Social Interactions
Brand Equity Tracking +XX%
Optimization on Media Buying
x6 Conversion Ratio on sales ( Amazon)
My Warner Day : 3000 fans + Hangover 3

58. Data vs Content :
the Engagement Trade-Off

59. LEARNING 4
A NEW ERA FOR MARKETING: THANKS TO SOCIAL DATA, WE CAN JUMP FROM
CUSTOMER SEGMENTS TO MARKETING TO INDIVIDUALS AND INVENT
«CUSTOMIZATION AT SCALE» . BUT IT’s ONLY THROUGH A NEW DEAL THAT WE CAN
BUILD MEANINGFUL CONNECTIONS. RELEVANCY IS KEY.
WE THINK THAT CONTENT IS A PERFECT VEHICLE FOR THAT NEW ENGAGEMENT DEAL
BY CREATING A VIRTUOUS LOOP BETWEEN CONTENT-DRIVEN SERVICE ( aka APi),
CROSS-DATA MINING AND REAL-TIME ACTIVATION, WE CAN LEVERAGE SUSTAINABLE
RELATIONSHIPS...
BRANDS NEED TO BECOME SUPERPUBLISHER AND TO BEHAVE LIKE TECH COMPANIES

60. DATA TAKE AWAYS
Learnings for Brands & Marketers

61. DATA TAKE AWAYS
Being Better Listeners
Data Drives New Questions
Data at the Core : No Siloes, Data Audit POE
You need a Data-Driven #Ecosystem
Be Agile : Focus on Action vs Collection
Be Fair, Be Transparent or be Ready ...

62. DATA TAKE AWAYS
Latam Leadership : Havas Média Group n°1
Data Backbone ( artemis since 2001 )
Fully integrated data+content-Driven Organisation
World Class Mathematicians « mfg labs »
to accelerate Programmatic Marketing ( affiperf )
Nov 2013 : Meaningful Data Manifesto

63. MY DATA :
DOMINIQUE DELPORT
GLOBAL MD HAVAS MEDIA
@DOMDELPORT
T:+33672340235
MAIL :DOMINIQUE.DELPORT
@HAVASMEDIA.COM

64. @domdelport #FOMLA13
THANK YOU