Far from killing creativity, data is a driving force behind it, according to Holly Joshi, Senior Manager of Optimisation and Analytics APAC at SapientNitro, and second speaker Against Is Data Killing Creativity?
Data is proven to drive creativity, and the reality is that data is now a daily thing that we deal with.
While creatives whip up these really cool ideas and release them into the world, hoping they land in the vicinity of the audience, there is a better way. There’s a natural symbiosis between data and creativity, and data is driving more creative ideas and thinking. Below are three concepts that prove this is happening.
The first concept is right sizing data. Big data is not ideal, but bite-sized pieces of information are far more approachable, and this is leading to a new breed of personalisation.
When we really stop to think about this, at one point we had websites where the data could say what gender you were, what the climate was like where you lived, and show you products that fit that image.
Now we want the data to know who we are, that we like it warm outside, enjoy surfing, and are interested in being informed if the size of the swell at Bondi isn’t ideal for an amateur surfer, meaning we’d be better off staying in and ordering Thai food, while simultaneously using our messaging app to call our friends over and enable them to make their payments in the app. Data and creativity combined.
The second concept is around ad blockers. Who’s guilty of watching the entire pre-roll on a YouTube video? We all are, and we’ve got the data to prove it.
By skipping we’ve been sending a message, and that’s driven a new creative way for messaging apps like Quartz to deploy ads that doesn’t require pre-roll. Quartz offers a button at the bottom that can be clicked, and we’ve found that it has driven a 22-27 per cent conversion rate that people actually want to watch the ad once the ad has been taken away.
So consumers are sending a message that when content is intelligence deficient, brands need to get a new strategy, better content, and stop force-feeding people content. Because we’re all giving up important personal information and have an expectation that the price of entry for that is something that’s valuable.
Our third concept is around messenger bots. They’re everywhere in industries and they’re evolving. There are 800 million Facebook messenger users and Facebook is creating a whole new road map and changing the way things are working in the world. Data is driving that and it’s creative. It’s a more natural way to interact, and brands, organisations, and creatives will need to adapt.
Our last point on how data is driving new creativity is the reality of AI. AIs like Apple’s Siri have been gathering and synthesising our existence for a while now, and the process is teaching us new strategies about how thinking patterns are happening and how we interact with one another. So while it’s still basic and quite linear, it’s really evolving.
An example of this evolution is the recent game of Go between AlphaGo (a computer program) and Lee Sedol (18-time world champion). The machine was playing a human and during play they were coming up with new ideas and ways of doing things. Sedol started introducing new ideas into the game, and so did the computer when it came back. And Sedol was forced to create a new way to think. They were driving one another to get more creative with what they were doing.
To sum up, data inspires. It’s a treasure map to the impossible, and human desires manifested. It’s the new revolution, the new age. It will evolve our existence.
Holly Joshi is the Senior Manager of Optimisation and Analytics APAC at SapientNitro. You can connect with her on LinkedIn.