image

The day of big data!

CUBED recently managed a creative campaign for ADMA (The Australian Direct Marketing Association) promoting one of their flagship events – Data Day 2012. Mike and I were lucky enough to score tickets to the event, and I have to say – what a stellar day it was!

The event was structured around the concept of  “big data”, with presenters and workshops delving into this abstract notion. So what is big data? Big data is a term for data sets that are so large and complex that they become difficult to analyse, make sense of and generate insights from. Big data is growing fast. Really fast! In fact, if you were to collect every single piece of data from the dawn of civilisation to 2003, be it cave paintings, written word, film, computer coding, grandma’s recipe for apple strudel, there would be approximately 5 exabytes of data. Now, we create that amount of data every seven days. Wow right? And it’s getting bigger, faster.

So how can we as a business make sense of all this chaos? Gigabytes of infrared video data exploring what, where and how people purchase your products at different times of the day; 550 Facebook likes that place a cookie from a YouTube clip monitoring your click path directly after the like; geospatial, time sensitive data from the time you leave your house, to the time you return; credit card data that not only provides purchasing habits, but real-time connections to lifestyle through advanced artificial intelligence driven data mining and analytics. This is intense stuff! Data day inspired as many questions as it provided answers – great for businesses looking to solve niggling data problems as well as generating new ideas.

Kevin Callahan, Cofounder of MapMyFitness, inspired participants to look deeply into their business’ data for ways to improve connectivity and business models. Geo-location data from app users on walks, jogs and bike rides doesn’t only provide data on routes and popular areas, but also time sensitive information showing where people congregate at certain times and the duration they are there for. This data can then be extrapolated into marketing plans for businesses. For example, say cyclists congregate for coffee at a certain location before continuing on. A sport store around the corner could send real-time advertising to their portable device at certain times and locations. From Kevin’s perspective, the data collection process is imperative for his business, as it provides ongoing sustainable revenue streams after users have paid the one off fee for his app.

What I found most fascinating is the move from the collection of historical data, analysis and trend spotting – to the real-time collection and analysis data that is being created, shared and expanded on the web. Matt Kuperholz, Partner from the Deloitte Analytics Group, gave an example whereby connectivity and social capital can be created and optimised by analysing networks real-time. “The value of the network is more than the sum of its individual parts.”  This is most visibly illustrated through social media. Now given that the network grows organically, sentiment about a product or service will grow positively or negatively within this network. Now if you can monitor and analyse this network real-time – you have a mutually beneficial system, both for the business and the consumer.

This is cutting edge stuff – you could have someone sitting in an airport lounge tweeting a negative comment about her experience. Traditionally, this may have been picked up a few weeks later after the story had gone viral and grown. However, real-time mining and analytics could pick up the negative sentiment within minutes, and have to issue fixed there and then, thereby stemming the growth of uncontrolled negative sentiment.

CUBED’s very own Cofounder, Mike Chuter, provided the perfect segway between data collection and analysis, and achieving stakeholder buy-in to the insights generated. At the heart of Mike’s presentation was the premise that we are all wired differently, from the finance guru to the creative department – the big question is, how can we present insights in a way that ensures understanding and engagement in an age where society is becoming increasingly conceptual? Key to this is inspiring engagement through whole brain motivators – the magic number 3, the senses and simplicity.  By presenting data in a way that is conceptual, understandable and easy to decode, we provide our audience with the greatest opportunity and motivation to elaborate and engage with key insights from data. Which, after all, is the overarching purpose of mining the data in the first place right?!

All in all an inspirational day, that has fed new ideas and possibilities for CUBED, as well as providing some tools to approach newer complex data problems. The brekkie was delicious too – thanks ADMA!

Jonathan d

image
image'

FedUni and Publicis CUBED Win Top Award

Ryan Petie, CUBED Creative Director; Todd Walker, Deputy Vice-Chancellor (Engagement) at Federation University Australia; Jamie McDonald, Director of Marketing, Advancement & Community Engagement, Federation University Australia

Ryan Petie, CUBED Creative Director; Todd Walker, Deputy Vice-Chancellor (Engagement); Jamie McDonald, Director of Marketing, Advancement & Community Engagement.

Federation University Australia (FedUni) and data-driven marketing communications agency Publicis CUBED have won a prestigious education award for their campaign called The Federation Generation. Details »

image
image'

Welcome to the New Age of Nerdery

Nerdery Logo

Federation University Australia (FedUni) is one of the nation’s leading regional universities. However, with the university’s brand still in its infancy, the Faculty of Science & Technology (FoST) were tasked to attract prospective students to their two schools comprising three disciplines – IT, Engineering, and Science & Technology.

Details »

image
image'

The Stroke Foundation – Max’s Story

smiling cloud_coloured[1]

In January the Stroke Foundation enlisted the help of Publicis CUBED to kick-off the first Cash Donor acquisition campaign of 2016. With the aim of building higher retention rates and generating larger gift donations, Publicis CUBED’s job was simple – produce a comms so compelling that audiences would donate generously to the deserving charity.

Details »

image
image'

Man vs. Machine – The Debate to End All Debates

ADMA PosterHR

 

ADMA, the Association for Data-Driven Marketing & Advertising, is the largest marketing body in Australia ­supporting and promoting excellence in data-driven marketing. To build awareness for their latest event, we were asked to create a campaign to promote ‘The Ultimate Industry Lunch’ ­– Man vs Machine, a debate over the merits of creativity versus data. The debate to end all debates starred industry heavyweights Steve Coll and Tony Davis fighting it out in epic proportions live from the Melbourne Arts Centre. Details »

image
image'

Bakers Delight

LMO115 Mothers Day Generic A4.indd

With the aim of providing fast artwork solutions with quality and flair, Publicis CUBED has been working with the family favourite, Bakers Delight, to do just that.

Details »

image
image'

A Big Boost for FedUni

This Open Day, Federation University Australia and Publicis CUBED’s challenge was to increase attendance across both the Ballarat and Gippsland campuses.

To build greater awareness of FedUni and drive traffic to Open Day 2015, we delivered a range of event-specific communications and launched a multi-media campaign called the “Federation Generation” that coincided with the event. The aim was to alter the national mindset that metro-based universities are a better choice than their regional counterparts by championing the school’s unique regional spirit, breadth of exciting courses and top-quality teaching.

Details »

image
image'

ANZ Access All Areas

Turning 18 is a major milestone for young Australians. For ANZ, it presented an opportunity to connect with their customers and discuss their changing financial needs while welcoming them to adulthood.

Details »

image
image'

A day in the life of a suit on shoot

 

It’s 5:00am – the alarm sounds to remove you from the all-too-brief slumber of the night before and remind you that it’s shoot day. You rummage blindly in the dark, fumbling through a plethora of printouts to gather your essentials. Call sheets, talent lists, scripts and your trusty notebook in hand, you brave the morning chill to make it to the car and it’s off to work.

Details »

image
image'

Federation University Australia appoints Publicis CUBED after competitive pitch

Publicis CUBED has been appointed as marketing communications partner for Federation University Australia after a public tender process. Publicis CUBED has held the account for several years but due to the contract period ending, a competitive pitch was conducted. Details »

image
image'

Publicis CUBED leader appointed Chair of ADMA’s State Branch Board Advisory Committee

Publicis CUBED Managing Director Mike Chuter has been appointed Chair of ADMA’s State Branch Board Advisory Committee.

The role means Mike will have a key role in defining trends and determining the needs of the marketing, media and advertising industry in relation to data-driven business practice.

Details »

image
image'

Sharkbanz

 

The idea of a shark in the water is enough to scare even the most seasoned of beach goers. Well, there’s a product that could help alleviate that fear and Publicis CUBED teamed up with Lahra Carey Media & Communications to launch Sharkbanz in Australia and New Zealand.

Sharkbanz is a totally unique product worn by swimmers that generates a magnetic pulse, effectively repelling sharks. We were tasked to promote the brand on a limited budget in Australia and New Zealand. Details »

image
image'

AssetOwl – Brand Development

In the hopes of securing a roll-out of their new technology, the business came to us a few weeks before they were due to meet with one of the largest retail groups in Australia.

The business wanted a new brand name, tagline and logo – as well as a presentation and collateral that demonstrated their unique product offering – a cloud–based technology designed to help major retailers better view their entire network. The combined benefits assist to improve productivity through greater visibility, greater speed to market and consistency of in-store offer and in turn delivers a better customer experience.

Details »

image
image'

Publicis CUBED Hearts Valentine’s Day

We’ve been inundated with love from our clients! A simple idea to write poems of love for our clients’ Valentines has meant we’ve been bombarded with requests. Participants provided basic information for our writers to turn the information into ‘mots d’amour’ through a Love Limerick, Happy Haiku or Cupid’s acrostic.  Details »

image
image'

Info Day 2014 – We’ve got your back

In light of year 12 results, we wanted to assuage student fears that regardless of school results, Federation University Australia had their back.

Our challenge was to mitigate students’ fears and show them that all hope was not lost – regardless of their school results. We wanted to encourage them to get along to FedUni’s Info day to find assistance in helping them make their big decision about their future…and ultimately make FedUni their preference. Details »

image
image
image

Where to find us

Cubed

CUBED Communications

Facebook

Level 6, 28 Freshwater Place,
Southbank VIC 3006

View Map
Phone: (03) 9685 3433
Fax: (03) 9685 3434

image

image

image
image

News

20Sep

FedUni and Publicis CUBED Win Top Award

Federation University Australia (FedUni) and data-driven marketin...

6Jul

Welcome to the New Age of Nerdery

Federation University Australia (FedUni) is one of the nation’s...

5Jul

The Stroke Foundation – Max’s Story

In January the Stroke Foundation enlisted the help of Publicis CU...

image