Mumbrella360 video: How to humanise data

In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.

Mumbrella360 video: How to humanise data

Simone Blakers, formerly Sydney MD of marketing agency RAPP, and Lucy Acheson, head of data science and insights at RAPP discuss big data, how to get it, how to read it, how to assess the value exchange between a business and its audience and how to humanise it and gain insight using big brand case studies.


  • 0:00 Introduction by Simone Blakers
  • 3:00 The internet of things: global connectivity
  • 4:15 Big data is the digital exhaust created by the internet of things
  •  6:00 Meet Giovanni the greengrocer
  • 7:30 Marketers: When was the last time you actually spoke to one of your customers in person?
  • 8:30 Big data should allow big business to become personal again
  • 9:20 Lucy Acheson: data trails
  • 11:50 Buzzfeed street interviews on social media privacy highlights how much strangers know about you
  • 15:30 What are brands trying to do and how can I keep control?
  • 16:45 People are opting out more often up to 60% (ADMA research)
  • 19:00 Transparency and engagement can be bedfellows
  • 21:00 How do we humanise data: trigger-based campaigns
  • 22:00 The 4 Vs: volume, veracity, velocity, variety meet the 4 Is: insight, intuition, interaction, impact
  • 26:15 Moving people from passive consideration to advocacy
  • 27:00 Data is an expense but insight is a bargain
  • 30:12 Dynamic content: Westpac
  • 32:19 Flash Talking: examples – data-driven real-time messaging
  • 33:50 The Movable Ink example – ad-serving selections based on geo location and time of day
  • 34:50 Quantifiable Self – McDonald’s case study on re-earning customer trust
  • 37:30 Think about the data you have in your business and how you can bring it to the forefront of your customer’s experience
  • 38:43 Key Out-takes
  • 39:42 Presentation concludes

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