Video Notes: Simon Rogers, Big Data Journalism


Numbers and statistics need context to make them valuable and important to people.

What do Data Journalists Do:

  1. Investigates
  2. Research
  3. Write + Report
  4. Engage
  5. Reveal and Expose

The Guardian uses huge data from Whitehall and the Government and make it accessible to readers using quick Google tools (note – look more into Google Fusion Tables).

They have wide and varied data coming in about school stats, crime rates, the econonmy and translate it into easy to understand visualisations. (Note Simon not a fan of the long thin infographic, visualisations should be short, condensed and easy to get info from).

Make data personal

 – Make it real to people

–          Use quiz format so people can put their own info in and see where they fit into a scale. By personalising the date to them, people are more likely to share (i.e. Tweet your class button was actually v. popular)

–          Election data v. important

–          PDFs is where data goes to die – can edit have to go through manually

Must use stories to bring data alive


Recommended Reading – Module Four, Class One

pig geek

 Top 20 Conversion Insights of 2012

Quotes from the conversions rock stars:

  • Guy Kawasaki  “If you have more money than brains you should focus on outbound marketing. If you have more brains than money you should focus on inbound marketing”.
  • Ian Lurie “Never have a paragraph longer than 3 or 4 lines of text…Folks don’t want to read”
  • Jon Correll “Start testing and stop arguing”
  • Chris Goward “We listen to our gut, then test what it says. We gather market research, then test it. We create best practices, then test them. We listen to opinions, then test them. We hear the advice of the experts, then test it.
  • Steve Krug “Remove 50% of the copy on your page, then remove half of what’s left.”
  • Roberta Rosenberg & Peep Laja  – Copy must meet the customer’s needs – not yours
  • Jen Gordon & Gregory Ciotti below

Conversion rockstars

An in-depth home page optimisation example

Handy Lessons

  1. Identify where customers hesitate – hesitations lose a sale. Get rid of ‘objection points’ (i.e. customer unwilling to put in sensitive info) get rid of them through explaining why they’re there is language that customer would use.
  2. Using too many offers/discounts trains customers to wait for the next sale. Existing life-time customers are more valuable in the long term. Focus on long term gains rather than short term losses. Test how effective your large offers/discounts are over a week.
  3. Consider (and test) different media. Is your page dependent on one type of media (text heavy, video heavy, image heavy etc.).
  4. Short pages aren’t necessarily better. It doesn’t matter how much or little your page has on it as long as everything on it answers a customer’s needs.

Notes of Nathan Guerra Video – YouTube Story Telling

video pig

  • Hero Content – stunts, one-offs, huge campaign idea
  • Hygiene Content – what consumers expect from your brand, week in and week out.
  • Need both to deliver great YouTube experiences.

Subscribers are good! They watch 4 times as many videos and watch for twice as longer.

How partnerships work in Youtube

  1. If a vlogger is doing a video showcasing your content, ask them to remove pre-ad or buy that space to avoid bad contrasts.
  2. Create script for an advert that uses the artists niche style, integrates bradned content with humour, self-awareness to go viral. (Tobuscus hot pocket ad) 3 million views. – this content doesn’t die, will keep getting exposure, no time limit.
  3. Telegraph/VW sabotage of make-up advice video. Uses shock element to go viral, piggy backing on vloggers usual style that sabotaging with their shock/own spin. Requires vloggers cooperation. (Make up crash video)
  4. Target niche audience – i.e. sports/young/fit people with free-running ads, partnerships. Or gamers with high profile gamers taking on challenges on a video blog. Partner and brand content must work together, play off each other, feed off convos off Twitter and Facebook.
  5. Real Time Content: live content videos are great, but you have to tell people that they are happening. Have to be pushed. Re-use the content for youtube ads, optimise first five seconds.
  6. Responsive stories – ie. Bodyform, taking what’s happening on other social channels and using the YouTube channel to respond. A youtube response to a comment means the response is much more long-lasting, doesn’t get lost like a single comment response would. More of a lasting impact.
  7. Bespoke content: Turn people/consumer’s tweets/comments into a reality, personalised content to the consumer is more likely to go viral.
  8. Reactive ads – adding a Kia parallel parking tool before the viral ‘Can’t Parallel Park’ video.
  9. Interactive videos – clicking to buy (direct response) actual products in a video (i.e. fashion advertisement, can click through straight to buy products). Or choose a different ending to an advert/story by clicking on different icons at the end of the video. Choose a version of the ad. that’s specific to you (i.e. wine tasting, click on the meal which matches what you’re having for dinner) or part of a car that is of particular interest to the viewer (using annotations). Ask questions/quiz at the end of the ad, make viewer really engage and then click on to website at end (if competition quiz for example).
  10. Episodic content: use series content with ambassadors (like Jamesons and Kevin Spacey comp.) Fosters comedy characters, i.e. in TV with BT story.
  11. Make self-aware content, point out unique features of YouTube (press skip, look at the cats and dogs videos over there, Superdrug advert.) Easy to make off the back of the TV ad. filming, cheaper, making your content work harder.


Course Reading for Digital Marketing Mix Seminar

reading pig

Roy McClean: Replace the 4 ‘Ps’ of introducing a new product with 4 ‘Cs’

Consumer wants and needs (vs. Products) – how does the product fulfil an individual customer’s need?

Cost to satisfy (vs. Price) – being the cheapest won’t mean you always win, have something of better value than just money to offer to keep you on the edge of your competitors

Convenience to buy (vs. Place) – does your customer prefer to buy online, over the phone, with a credit card, in store?

Communication (vs. Promotion) – use interaction as a way of advertising

HelpScout: The new 4 Ps of Marketing

Traditional marketing focuses too much on the new product. The Four Ps don’t take into consideration the importance of showing customers WHY they NEED the product, what is value is, how it will satisfy the customer.

Instead, businesses should be using the S.A.V.E. framework, championed by Eduaro Conrado, Chief Marketing Officer for Motorola.

Focus on SOLUTION (vs. Products) – bluntly, a customer won’t care about your product unless it solves a problem for them

Focus on ACCESS (vs. Place) – place is no longer relevant, you have to be there when your customer is looking for you on all channels (ZMOT)

Focus on VALUE (vs. Price) – customers don’t care about your product costs or your margins,  the do care about the ‘perception of value’, explain why your product is more superior instead of comparing prices with other similar products.

Focus on EDUCATION (vs. Promotion) – great content is better and quicker for engaging a customer and creating a relationship with them than waiting for them to fall under the ‘rule of 7’ via banner ads, TV ads, PPC ads etc

Resources for Assignment

Course Reading – The Zero Moment of Truth:2012 Google Handbook


Jim Lecenski defines the Zero Moment of Truth as “Now, after consumers hear about you, their next step is to learn more (and look for the best price) at the Zero Moment of Truth: that instant when they open their laptops, pick up their smartphones or grab their tablets, and search to see if you meet their needs.”

The customer journey is now regarded as a ‘flight path’ – it’s not linear but jumps around different hub points (print/high street/shops/friends/friends & family/TV/Radio) – but the most common or most frequently used hub is referred to as ONLINE. This covers social media recommendations, comparing prices online, looking for coupons and vouchers and covers desktop/tablet and mobile searches.

Top Tips for being there at the ZMOT

1.       Be there on every screen

77% people use another device whilst watching TV. There are two types of multi-screen behaviour, sequential (using one device in one environment and another in a different environment (i.e. laptop at home, mobile on the train) and simultaneous (using a tablet whilst watching the TV).

How to crack multi-screen advertising? Make sure brand messaging is consistent between all devices, make sure your site loads QUICKLY on mobile, include direct actions on mobile (click to call), watch video, set reminders.

2.       Win Local ZMOT

95% smartphone users search for local info. Think about local ad extensions (maps) and features, click to call, directions, nearest store distances, sharing locations on mobile searches.

3.       T-commerce

Tablet users have money – they like to buy on their iPad, so much so that there’s now T-commerce. Tablet search behaviour is closer to desktop (compared to mobile) so forget ‘click to call’ and think ‘buy from your tablet’ COAs – and using HTML5 not Flash.

4.       Affiliates

70% people abandon their online shopping baskets – one reason could be to find coupons/deals to put in that ‘enter your discount code’ box. The biggest sites with these codes are affiliate sites – embrace them, be visable on these sites, get the customer back to your site and get the sale. Affiliates are usually CPA and don’t have to cost the earth with planning. Read more in the handbook.

5.       Be there for brand and non-brand searches

For organic and paid searches, get your brand appearcing for generic keywords. It’s nearly a 50/50 split for las clock conversions on brand and generic keywords – but the branded ones usually have a generic ‘assist’.

6.       Manage Bids not Budgets

In an ideal world, companies will find out on average how much each click costs and bid below it. Once each click has a provable ROI there’s should be a budget to keep to as in theory each click is making you money. Nice theory and completely possible – but can be difficult to execute.

7.       Use products feeds in PPC

– Ideally with images

8.       Never forget: Loyalty, Convenience, Speed

For smaller retailers – you can deliver goods on the same day – be optimised for local search

Create loyalty/convenience schemes that are more personal than the big players.

Get reviews

Loyalty – always remember customers over clicks – look after your customers, they are high-value and long lasting. Provide them with incentives, keep them coming back.

 9.       Use YouTube to show off your products

68% of consumers use YouTube to browse and research companies. Tech products are really popular with videos – with demonstrations, how-tos, instructions, feature guides etc. Think of images as well – even on iPhones.

10.   Build confidence with digital interactions

Either with an online chat help desk – (20% they prefer this to phoning a live helpdesk). Live answer questions/queries/mentions on social media.

11.   Visible social recommendations increase CTC

 12.   Measure micro and macro conversions

Micro conversions include other points of interactions such as writing a review, signing up to a newsletter, downloading a how-to guide. These are of significant value and help build customer confidence and loyalty. You can attribute exact value by looking at the macro conversions. See the social media meaures for Applause, Conversion, Amplification terms from the notes on Avinash Kaushik.

13.   Join the Attribution Revolutions

“If you’re just relying on the last click, you’re missing out on a whole lot of information. You have to see all media together in the flight path to discover what gets shoppers to buy.”



The Customer Journey – Module 3 Seminar Notes

Assignment handed in last month – now on to Module 3 “Think Like a Brand”


In basic terms there are three different customer journeys:

  1. IMPULSE purchase
  2. HABITUAL purchase
  3. RESEARCHED purchase (usually higher ticket price items)


  • Quick Service Restaurants and Apparal are industries with roughly 40%/40% HABITUAL/IMPULSE split.
  • Home electronics are 68% a RESEARCHED purchase
  • Grocery is 66% HABITUAL purchase

There are 5 drivers in a customer journey

  1. Contacts
  2. Consumer
  3. Culture
  4. Category
  5. Content

Customer journeys are less like a funnel now, and look morre like flight path due to digital re-shaping and more tech tools available to the consumer. Now, it’s all about multi-channel journeys. (Image Source

muti-channel journey

See more about multi-channel journeys here:

There are now blurred lines between offline an don line shopping experiences – with many brands encouraging online research with an instore purchase/pick-up, i.e.

  • Argos
  • Ikea
  • M&S
  • John Lewis
  • Next/New Look

The customer journey now includes a new moment of truth – the ZERO MOMENT OF TRUTH

zero moment of truth (use first)

This new moment shows that we need to put the right info at the right time in the right place during the research phrase – aka the Zero Moment of Truth.

zero moment of truth

Module 2 – Class 5 Recommend Reading

pig readding

Post by Chris Jones on how to work in an effective collaboration:

Some clear guidelines – most useful of which I think is ‘Focus on Results’ – asking the team and yourself ‘OK this is all fine but what are we going to DO about it?” – I find that the best way to get a tangible result is to actually offer a result (i.e. list of actions for people to complete by next meeting) even if people shoot them down and change them at least you’ve actively contributed and it gets people thinking of definite goals.

Collaboration: Driving Effective Teams to Improve Business Performance – John Cranfield

“The key driver of collaboration is dialogue, a deep (data-driven) conversation that generates insights.

Effective collaboration:

• Is deliberate. It does not happen accidentally or randomly
• Builds better options by comparing data to listed goals
• Builds buy-in by being so interactive that it allows each team member to be heard (people support what they help create)
• Works best when the team uses effective which guide a team’s thinking in a very interactive way”

I like the word ‘deliberate’ here – it takes deliberate effort and attention to work well together and everyone needs to be in that mind set at the start.

Interactivity is infectious and if a few people champion this it will make other people feel more comfortable – leading to better interaction.

Working backwards is another great way to get real results out of a collaboration, as Cranfield says of his own brainstorms “Once we have what we believe to be an accurate description of the problem and the contributing process, we then wonder together which step is the most likely to include the possible root cause.” Start at the end result and work out the steps going backwards that would need to happen to create that end result.

Yahoo pitching tips

  • Keep it short and sweet
  • Don’t pretend to have all the answers
  • Don’t exaggerate goals and estimates
  • Focus on the strong customer base
  • Use real life examples and data