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USING DATA TO 
PREDICT & SHAPE 
CONSUMER 
BEHAVIOR. 
Brian Reich 
CDS Global Summit - September 9, 2014
HOW DOES 
USING DATA 
HELP US
BUILD 
A BETTER, 
MORE 
EFFECTIVE 
COMPANY
AND CREATE 
DEEPER 
CONNECTIONS 
WITH 
CONSUMERS?
HOW SHOULD 
WE ORGANIZE 
AND MAKE 
SENSE OF 
ALL THE DATA?
THE ANSWER: 
SMART 
DATA
OPTIMIZE vs. PREDICT 
7
vs. BEHAVIORS RESPONDING 
TO SIGNALS 
8 
SHAPING
9 
CUSTOMERS 
YOU KNOW 
MORE THAN 
CUSTOMERS vs. 
YOU ALREADY 
KNOW
SMARTER 
ORGANIZATIONS
13
BIG 
OPPORTUNITIES
MODEL FOR ALL YOUR EXISTING PRODUCTS 
MODEL FOR NEW PRODUCTS 
MODEL AUDIENCE GROUPS/TYPES 
MODEL MARKETS 
INFORM PARTNERSH...
LOTS OF 
EXPERIMENTING 
AND LEARNING
THE CHALLENGE
COLLECT THE DATA 
ASK THE QUESTIONS 
BUILD THE MODELS 
!DO IT TOGETHER
THE FIRST STEP
A RESEARCH 
PROJECT 
AND 
DISCUSSION
ABOUT WHY 
PEOPLE BUY 
MAGAZINES
AND WHAT 
WE NEED TO 
KNOW SO WE 
CAN BETTER 
INFLUENCE
WHEN AND 
HOW 
CONSUMERS 
ENGAGE 
WITH MEDIA.
LOTS OF QUESTIONS 
LOTS OF TESTING 
LOTS OF NEW IDEAS 
!NO TIME TO WASTE
THE END.
ASK ME 
ANYTHING
Name: Brian Reich 
Email: brian@littlemmedia.com 
Twitter: @brianreich 
Phone: (646) 789-1323
Using Data to Predict and Shape Consumer Behavior with Brian Reich
Using Data to Predict and Shape Consumer Behavior with Brian Reich
Using Data to Predict and Shape Consumer Behavior with Brian Reich
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There is no shortage of data in the world – but there is a lack of understanding about how to apply that data and make it valuable to our work. The big promise of 'smart data' is not about efficiency or optimization - rather, we have an opportunity to define and shape the behaviors of our target audiences and maximize our efforts to reach, engage and compel them to action.

This CDS Global Summit keynote discusses:

• 'Smart Data" – What types of data is available and how can it be used, with a focus on identifying new potential audiences, predicting or shaping behaviors and personalizing marketing.

• Data culture and systems – How to apply big data to product development, marketing and operations, as well as the organizational capacity, flexibility and commitment that is required.

• Results – The impact that utilizing 'smart data' is having on a variety of industries and how it can be applied to publishers, nonprofits and other organizations.

Connect with Brian Reich on the web:
Tumblr: http://brianreich.tumblr.com/
SlideShare: http://www.slideshare.net/BrianReich
Twitter: @BrianReich
LinkedIn: http://linkedin.com/in/brianreich

About Brian Reich:
Brian Reich is a strategist and writer for executive leaders at global brands, media companies, startups, nonprofits, political, and advocacy organizations.

Brian is the author of two books: Shift & Reset: Strategies for Addressing Serious Issues in a Connected Society (Wiley, 2011) and Media Rules!: Mastering Today’s Technology to Connect with and Keep Your Audience (Wiley, 2007). He speaks regularly to corporations, associations, and universities around the world on the impact of media and technology on society and he has keynoted and moderated major conferences and events, including: SXSW interactive, Personal Democracy Forum, BlogWorld, National Conference on Volunteering and Service, NetImpact, NTEN, USA Today Philanthropy Forum, SRI in the Rockies, and the Americans for the Arts National Conference.

Brian’s work has been published, and he has been quoted, in many publications, including the New York Times, Fast Company, Wired, AdAge, and the Chronicle of Philanthropy,. He has delivered analysis of digital and other trends on NPR, Fox News, and other networks in the U.S. and abroad. He has contributed as a Fast Company Expert, hosted his own podcast show, and has taught consumer behavior and marketing strategy at The George Washington University and Columbia University.

Brian began his career in politics – working on dozens of candidate and issue campaigns around the country. He spent two years as briefing director to Vice President Gore in the White House and during the 2000 presidential campaign. He has also held senior roles at leading digital, PR, and public affairs agencies, including Edelman, Mindshare Interactive Campaigns, Cone Inc. and EchoDitto.

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Using Data to Predict and Shape Consumer Behavior with Brian Reich

  1. 1. USING DATA TO PREDICT & SHAPE CONSUMER BEHAVIOR. Brian Reich CDS Global Summit - September 9, 2014
  2. 2. HOW DOES USING DATA HELP US
  3. 3. BUILD A BETTER, MORE EFFECTIVE COMPANY
  4. 4. AND CREATE DEEPER CONNECTIONS WITH CONSUMERS?
  5. 5. HOW SHOULD WE ORGANIZE AND MAKE SENSE OF ALL THE DATA?
  6. 6. THE ANSWER: SMART DATA
  7. 7. OPTIMIZE vs. PREDICT 7
  8. 8. vs. BEHAVIORS RESPONDING TO SIGNALS 8 SHAPING
  9. 9. 9 CUSTOMERS YOU KNOW MORE THAN CUSTOMERS vs. YOU ALREADY KNOW
  10. 10. SMARTER ORGANIZATIONS
  11. 11. 13
  12. 12. BIG OPPORTUNITIES
  13. 13. MODEL FOR ALL YOUR EXISTING PRODUCTS MODEL FOR NEW PRODUCTS MODEL AUDIENCE GROUPS/TYPES MODEL MARKETS INFORM PARTNERSHIP BUILD COMMUNITY OF INFLUENCERS OPTIMIZE MARKETING
  14. 14. LOTS OF EXPERIMENTING AND LEARNING
  15. 15. THE CHALLENGE
  16. 16. COLLECT THE DATA ASK THE QUESTIONS BUILD THE MODELS !DO IT TOGETHER
  17. 17. THE FIRST STEP
  18. 18. A RESEARCH PROJECT AND DISCUSSION
  19. 19. ABOUT WHY PEOPLE BUY MAGAZINES
  20. 20. AND WHAT WE NEED TO KNOW SO WE CAN BETTER INFLUENCE
  21. 21. WHEN AND HOW CONSUMERS ENGAGE WITH MEDIA.
  22. 22. LOTS OF QUESTIONS LOTS OF TESTING LOTS OF NEW IDEAS !NO TIME TO WASTE
  23. 23. THE END.
  24. 24. ASK ME ANYTHING
  25. 25. Name: Brian Reich Email: brian@littlemmedia.com Twitter: @brianreich Phone: (646) 789-1323
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There is no shortage of data in the world – but there is a lack of understanding about how to apply that data and make it valuable to our work. The big promise of 'smart data' is not about efficiency or optimization - rather, we have an opportunity to define and shape the behaviors of our target audiences and maximize our efforts to reach, engage and compel them to action. This CDS Global Summit keynote discusses: • 'Smart Data" – What types of data is available and how can it be used, with a focus on identifying new potential audiences, predicting or shaping behaviors and personalizing marketing. • Data culture and systems – How to apply big data to product development, marketing and operations, as well as the organizational capacity, flexibility and commitment that is required. • Results – The impact that utilizing 'smart data' is having on a variety of industries and how it can be applied to publishers, nonprofits and other organizations. Connect with Brian Reich on the web: Tumblr: http://brianreich.tumblr.com/ SlideShare: http://www.slideshare.net/BrianReich Twitter: @BrianReich LinkedIn: http://linkedin.com/in/brianreich About Brian Reich: Brian Reich is a strategist and writer for executive leaders at global brands, media companies, startups, nonprofits, political, and advocacy organizations. Brian is the author of two books: Shift & Reset: Strategies for Addressing Serious Issues in a Connected Society (Wiley, 2011) and Media Rules!: Mastering Today’s Technology to Connect with and Keep Your Audience (Wiley, 2007). He speaks regularly to corporations, associations, and universities around the world on the impact of media and technology on society and he has keynoted and moderated major conferences and events, including: SXSW interactive, Personal Democracy Forum, BlogWorld, National Conference on Volunteering and Service, NetImpact, NTEN, USA Today Philanthropy Forum, SRI in the Rockies, and the Americans for the Arts National Conference. Brian’s work has been published, and he has been quoted, in many publications, including the New York Times, Fast Company, Wired, AdAge, and the Chronicle of Philanthropy,. He has delivered analysis of digital and other trends on NPR, Fox News, and other networks in the U.S. and abroad. He has contributed as a Fast Company Expert, hosted his own podcast show, and has taught consumer behavior and marketing strategy at The George Washington University and Columbia University. Brian began his career in politics – working on dozens of candidate and issue campaigns around the country. He spent two years as briefing director to Vice President Gore in the White House and during the 2000 presidential campaign. He has also held senior roles at leading digital, PR, and public affairs agencies, including Edelman, Mindshare Interactive Campaigns, Cone Inc. and EchoDitto.

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