MostContagious2012.pdf - Contagious Magazine

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divine data / insight by nuMbers If you were in any doubt as to the value of being more data literate, this year’s race for the White House should have you dusting down your calculator. So-called ‘big data’ proved its worth for President Obama, but for brands and marketers the challenge remains of what to measure, how to do it and how to act upon it. According to 2012 research from the Corporate Executive Board, marketers depend on data for just 11% of customer related decisions. It’s not just companies that are grappling with data: new tools are emerging to help more people ‘divine’ personal insights from their physiology too, to help them improve their health and wellbeing. MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf 16
divine data / insight by nuMbers Predicting Presidents / When asked by a reporter what lesson would-be 2016 US Presidential candidates should glean from the 2012 election, David Axelrod, chief strategist for the re-elected Barack Obama, replied: ‘I would invest in people… who understand where the technology is going and what the potential will be by 2016 for communications, for targeting, for mining data, to make precision possible in terms of both persuasion and mobilisation.’ His words will no doubt also be ringing in the ears of CMOs the world over. With an analytics team five times larger than in 2008 and on the back of a promise from campaign manager Joe Messina ‘to measure every single thing in this election’, the sophisticated Democrat data machine (known as Narwhal) crunched its way to helping raise over $1bn in campaign funds, bagging Obama 1.25 million more votes from 18 to 24-year-olds than in his previous outing. Its influence on the final result was emphatic. But data-crunching wasn’t solely the preserve of backroom pollsters: many regular voters seeking smart analysis turned their attention from traditional political commentators towards stats junkie Nate Silver. Silver’s predictive modelling, hosted on blog FiveThirtyEight at the New York Times website, correctly predicted the race’s outcome in all 50 states, often in the face of staunch scepticism from the old guard. At one point in the election run-in, a fifth of traffic to the New York Times website visited Silver’s blog. fivethirtyeight.blogs.nytimes.com The Wearable Watchmen / The Quantified Self movement has gathered momentum over the past few years, but for most wannabe self-analysts there has been something missing: simple, affordable (and cool) technology to make personal analytics accessible. All that changed this year when Nike’s Digital Sport unit, working with R/GA and AKQA, launched Fuel, a new metric for measuring physical activity, and a piece of kit to collect the required input data, Fuel- Band. Nike effectively now sees itself as a tech company. The sleek black wristband measures steps taken, calories and time spent exercising via a three axis accelerometer to work out a Nike Fuel score against a daily target. The effect? Throughout the day, Nike – mimicking the relationship between the brand’s founders, coach Bill Bowerman and his college athlete Bill Knight – offers the wearer encouragement to be more active. A double Cannes Lions Grand Prix success, Stefan Olander, Nike’s VP of digital sport, told us in <strong>Contagious</strong> 32 that the thinking behind FuelBand was a customer centric sense of purpose: ‘We don’t start with technology or the potential profit, we always start with the athlete. I think that’s an important distinction, because when you do that the other things follow.’ www.nike.com/FuelBand Adidas / miCoach Elite System Not to be left behind, adidas has been making progress with its own personal fitness tracking tool, miCoach. Football could be on the brink of its very own Moneyball moment, after the German sportswear brand announced in July a deal with Major League Soccer (MLS) in the US, whereby every player in the league next season will be equipped with a miCoach Elite System data cell. The data transmitted from the devices during games (including metrics such as heart rate, speed, acceleration, distance, field position and, power) will help coaches on the touchline make better selection decisions based on performance levels. The MLS is also promising to MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf 17
Page 2 and 3: 04 06 10 13 16 19 23 27 30 Introduc
Page 4 and 5: Contagious / Introduction By Paul K
Page 6 and 7: MoveMents / evolution and eMpowerMe
Page 8 and 9: MoveMents / evolution and eMpowerMe
Page 10 and 11: purpose / playing a role in society
Page 12 and 13: MoveMents the new world order Banco
Page 14 and 15: Marketing as service design / utili
Page 18 and 19: divine data / insight by nuMbers ma
Page 20 and 21: technology / big battles, sMall vic
Page 22 and 23: technology / big battles, sMall vic
Page 24 and 25: design / personalised play Photo /
Page 26 and 27: design / personalised play Mirai Ni
Page 28 and 29: 28 social business / adopting an op
Page 30 and 31: iMage sharing / the year of the pho
Page 32 and 33: iMage sharing / the year of photo S
Page 34 and 35: aMplified live / enhance capture an
Page 36 and 37: screen grabs / creating, sharing, w
Page 38 and 39: 38 screen grabs / creating, sharing
Page 40 and 41: augMented Media / layering content
Page 42 and 43: 42 augMented Media / layering conte
Page 44 and 45: etail / shopping gets connected Why
Page 46 and 47: etail / shopping gets connected Bur
Page 48 and 49: personalisation / here’s to you B
Page 50 and 51: the new loyalty/ services not scheM
Page 52 and 53: the new loyalty / services not sche
Page 54 and 55: payMent / the changing way we pay w
Page 56 and 57: sMall but perfectly forMed / little
Page 58 and 59: sbpf / little brands, big thinkers
Page 60 and 61: Most contagious awards / 2012 The M
Page 62 and 63: Published by Contagious Communicati

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