We Need To Use Data To Create An “Inspiration Sandwich”: Clive Dickens

We Need To Use Data To Create An “Inspiration Sandwich”: Clive Dickens

The chief digital officer of Seven West Media, Clive Dickens, reckons “screen time is exploding” and our first and last words of each day are actually to our phone and not our loved ones.

“The smartphone is the first technology product bought by most people on earth,” Dickens said.

“Consider the amount of time we spend looking at our screens in the morning. What’s the likelihood that people looked at their phone before saying good morning to their partner today?” he asked.

“What about at the other end of the day. After you’ve said goodnight to your partner, who takes a cheeky last minute look at their phone? ‘Good night darling, good night phone.’

“With the mobile, there is an amazing opportunity to connect with more video and audio. And the information we’re getting from that consumption is increasing everyday.

“Think about all of the different data points we have on our phone. The Internet of things isn’t just the stuff you look up on Kickstarter, it’s the things you’re looking at all the time.”

Think your health on Fitbits, finances with things like Apple Pay, digital ’tiles’ attached to belongings so you can find them if they get lost – that sort of data.

“There’s an opportunity to use the data that’s all around us to personalise, to inspire,” Dickens added.

Australia has one of the worst cart abandonment rates in the world, at 76 per cent, and as a result, this leaves an “opportunity to work around inspiration to reduce cart abandonment”, Dickens said.

“We need to inspire and inform, inspire and transact – it’s an inspiration sandwich.

“I believe voice technology in the home is going to transform the interface experience, from banking, to shopping and travel,” Dickens added, citing the Amazon Echo, a tech device activated by voice, far more advanced than old Siri and “coming into American homes thick and fast”.

“This creates an opportunity for the question, ‘Where should I travel?’”

Dickens demonstrated by asking Siri where he should travel, to which she directed him to the nearest travel agent. Makes sense, but when Dickens told Siri that’s the wrong answer, she replied, ‘I’m sorry I don’t understand.’

“Exactly,” Dickens stated.

“We’ll get to the stage where technology will tell me my daughter is liking photos of Paris on Instagram, and my wife is looking at fashion shows from Paris online. It will tell me my points system status and the best flight prices, and say, ‘I’ve looked at your calendar and you’re free on these dates, why don’t you take your family on a holiday to Paris?’

 




Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]