Will Data & Creative Finally Come Together? The SO What!

The report discusses the implications of data - particularly data from digital platforms - for marketing strategy, creative work, and ROI analysis. I am personally interested in the report because of the emphasis on optimizing 'micro-moments' through data-driven thinking and the creative revival allowing marketers to reach consumers at the right time with the right message through technology . This data-driven approach is where my passion for the industry began 'pre-digital' (in my career at Bronner Slosberg and Humphrey - now Digitas, LBI).

The digital evolution has only validated this proven approach with the ability to gather data in real time. Increasingly marketers need to rely on digital expertise, data analysis and creative excellence- leaving us with the challenge of delivering all three. My focus here will be highlighting only one of the many topics covered in the report, the growing need and implications of integrating data and creative.

The rise of 'big data' has seen marketers mining all sorts of databases to learn more about their customers. Now both clients and agencies have spotted greater opportunities to bring data to the heart of creative development. - Warc 2016 Tools Report
Data-Driven Creative

Data and creativity need to sit together. The two may not have always been a natural fit but are now being fused together side by side. The key challenge for marketers is building both skill sets within the marketing organization.

A partnership of data analysis and creative is bringing better insights around how to build creative work, including behavior based segmentation. Programmatic is allowing for brand-building creative to be tailored to audiences at scale. Campaigns can be built and tested in real life quickly allowing for optimization.

The one shared objective we all have is to get the content out to the consumer. We want to do that, and technology lets you do it at a speed that was not possible before. - Ram Krishnan, Frito-Lay SVP/CMO

The need to combine data and creativity is making many marketing organizations to rethink the skills they need internally. An increasing need for 'marketing technologists' as well as content production and distribution expertise.

Using data for creative inspiration can be achieved by studying the 'outliers' in the data rather than in the main trend line.

Improving creative output

Fusing data and creativity allows for ...

  • smarter insights into consumers
  • tailored creative
  • campaigns or platforms that can updated in real-time
  • faster feedback for optimal results

Kmart's 'Ship my Pants'

the nature of the campaign inspiration came from the analysis of millions of social media conversations. The ability to draw insights from such a large sample size gave the brand confidence to follow a creative strategy competitors would not have considered. -John Kenny of FCB Chicago
5 ways to make data creative

the relationship between data and creativity was the theme of the 2015 Admap Prize offering best papers with practical guidance.

look for outliers

(From Embrace the outliers by Ben Essen, Iris – winner of the Gold in the Admap Prize 2015)

match data-driven insight to programmatic buying

(From The empathy engine by Charlie Ebdy, Vizeum – winner of the Silver in the Admap Prize 2015)

find creative opportunity in 'maps' of influence

(From Don't get trapped, like Truman by Finola Austin, Ogilvy & Mather – winner of the Bronze in the Admap Prize 2015)

don't let data be a straightjacket

(From Big Data is a canvas for creativity by Yeong Yee, BBDO Singapore – Commended in the Admap Prize 2015)

choose the right questions

(From Data can never supplant taste by Gareth Price, The Social Partners – Commended in the Admap Prize 2015)

Created By
Alyson Kaye
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