{"id":105187,"date":"2018-01-17T09:00:17","date_gmt":"2018-01-17T09:00:17","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=105187"},"modified":"2018-01-17T08:27:41","modified_gmt":"2018-01-17T08:27:41","slug":"powerful-combination-data-creativity","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/digital-strategy-development\/powerful-combination-data-creativity\/","title":{"rendered":"The powerful combination of data and creativity"},"content":{"rendered":"<h2>Marrying logic and magic pushes campaigns beyond the marketing noise<\/h2>\n<p>Today\u2019s savvy consumers require authentic connections at precise points in the buying cycle. Brands that fail to consistently hit that mark will struggle to keep up. Instead of adding value, they end up just creating a busier, more confusing market. Finding these key points of connection requires you to get serious about data.<\/p>\n<p class=\"p1\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href=''>\n                  <img src='' alt=''>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Download business resource \u2013 Managing customer data to improve ROI <\/strong><\/p>\n                    <p>Data is a vital element in any marketing initiative and the ability to access, understand, trust and utilise the information contained within your many data stores is an essential requirement for any business.<\/p>\n                    <p>Access the <a target='_blank' href=''><\/a><\/p>\n                <\/div>\n            <\/div><\/p>\n<p>Nevertheless, data without a vision is like a bad teacher just quoting the textbook: It\u2019s all there, but there\u2019s no meaningful connection. Additionally, <a href=\"https:\/\/www.smartinsights.com\/customer-engagement\/customer-engagement-analytics\/accurate-marketing-data\/\">bad data costs the typical company up to a fifth of its revenue each year<\/a>. It takes a human vision to challenge the data, ask the right questions, explore different scenarios, and extract meaningful insights to inform the creative output. And when creatives and data analysts work together from the beginning, logic meets magic, and that vision gets much stronger.<\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/?attachment_id=105189\" rel=\"attachment wp-att-105189\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-105189 aligncenter\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/12\/customers-and-data-1-700x382.png\" alt=\"customers and data\" width=\"640\" height=\"349\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/12\/customers-and-data-1-700x382.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/12\/customers-and-data-1-150x82.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/12\/customers-and-data-1-550x300.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/12\/customers-and-data-1-768x419.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/12\/customers-and-data-1-250x136.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/12\/customers-and-data-1.png 1193w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<h3>Creating a union made in marketing heaven<\/h3>\n<p>Look to Spotify for the perfect example of a company harnessing user data for fantastic and creative marketing campaigns. Using actual user data from the Spotify app, <a href=\"http:\/\/www.adweek.com\/creativity\/how-spotify-makes-its-data-driven-outdoor-ads-and-why-they-work-so-well\/\">the company initiated a new phase of its data-driven campaign<\/a> that consists of outdoor billboards suggesting humorous 2018 goals, such as skipping a dinner invite because the host added certain songs to his playlist. This campaign is not only timely, but it also connects individual data points to broader cultural insights.<\/p>\n<p>Like Spotify, companies shouldn\u2019t wait to unite the powerful forces of data and creativity.<\/p>\n<p>By focusing on the following three strategies, companies can realize and optimize their marketing campaigns:<\/p>\n<h4>1. Mix up your teams to build a data-centric culture<\/h4>\n<p>Change challenges us, and the more diverse a team is that\u2019s working on a project, the richer your data readings and interpretations. Put creatives and data analysts together to brainstorm, and mix up resources often to generate a variety of ideas. This will have several effects:<\/p>\n<ul>\n<li>When analyzing the data together, creatives and data analysts can play with it, diving beneath the surface and looking for unexpected correlations. At an early stage in the marketing process, this collaboration can lead to unique and powerful insights, and it also tends to reveal new data sources and signals that complement the analysis, <a href=\"https:\/\/www.marketingdive.com\/news\/digital-marketing-evolution-trends-2017\/433135\/\">such as location or weather information<\/a>.<\/li>\n<li>Creating space for the data team to share inspirations with the agency helps data insights transcend creative briefs. Creatives can and should learn a lot from project performance analysis, understanding which emotional triggers performed better for a particular audience. And data analysts can use these learnings to refine the strategy and improve the connected engagement platform.<\/li>\n<li>Celebrating campaigns with fresh and meaningful data insights and recognizing the teams who made them encourages creatives to view data in two ways: as an <a href=\"http:\/\/www.adweek.com\/brand-marketing\/why-marriage-data-and-creativity-critical-improving-brands-bottom-lines-166711\/\">exciting strategy for evolving marketing campaigns\u00a0<\/a>and as a challenge to turn the numbers into something relatable for consumers. Likewise, companies that stress how data scientists can benefit from working with creatives help their data teams better understand how human behaviors might drive the numbers they\u2019re analyzing.<\/li>\n<\/ul>\n<h4>2. Dig for the human behaviors driving the data<\/h4>\n<p>Marketers must understand the emotions underlying data. Creatives have a good sensibility for human truths and pain points, and data analysts know how to match different data sources to interpret and map these human truths. Marketing is about finding and <a href=\"https:\/\/www.smartinsights.com\/customer-engagement\/customer-engagement-strategy\/engagement-marketing\/\">engaging a target audience<\/a>, but data helps us perceive and understand those audiences more efficiently than in the past. And data and creative teams who understand precise, connected engagement as a shared goal will unlock greater campaign success.<\/p>\n<p>Entertainment platform Netflix and Seamless, a New York-based food delivery service app, are two examples of companies maximizing this collaboration:<\/p>\n<ul>\n<li>By harnessing user data to drive informed insights and build targeted series like \u201cOrange Is the New Black\u201d and \u201cStranger Things,\u201d Netflix then uses its data to promote those series to the right audience with the right message. The success of this strategy can be seen in the company\u2019s <a href=\"https:\/\/www.reuters.com\/article\/us-netflix-stocks\/wall-street-raises-targets-on-netflix-citing-price-increases-idUSKBN1CI28K\">100 million users and 58% growth<\/a> in share prices in 2017.<\/li>\n<li>Like Netflix, Seamless taps into user data to create original and creative content. The company recently created a \u201c<a href=\"https:\/\/www.facebook.com\/seamless\/videos\/10156073081238816\/\">Special Instructions<\/a>\u201d campaign that singles out some of the most complicated user instructions. These authentic, human, and humorous videos and posters, which are placed inside NYC subway trains, feel less like advertisements and more like skillfully told stories that fold users into the advertising process.<\/li>\n<\/ul>\n<p>Ultimately, creating communications at a scale that work on an individual level renders a strong bond between brands and consumers, who feel the brand just gets them.<\/p>\n<h4>3. Make data accessible for more insights<\/h4>\n<p>Your data teams shouldn\u2019t be the only ones able to interpret that data. Otherwise, you\u2019ll lose out on insights that clients, customers, and other team members can glean.<\/p>\n<p>Promoting data insight workshops with clients and third-party data vendors, as well as internal teams throughout other vested divisions \u2014 like sales, customer service, or relevant executives \u2014 fosters greater collaboration while bringing\u00a0to the table a valuable point of view. For example, sales teams can provide an intimate industry knowledge and customer service teams can give insights into product usage or service.<\/p>\n<p>Beyond these comprehensive insights, this collaboration also helps maintain data transparency. Helping all teams see how the data is sourced, how frequently it\u2019s refreshed, and how the segments are built engenders a greater understanding of the value data provides.<\/p>\n<p>Snickers have one of the most interesting data-to-end-users projects: its global <a href=\"http:\/\/www.adnews.com.au\/news\/clemenger-melbourne-s-hungerithm-for-snickers-goes-global\">Hungerithm<\/a> campaign. This connected engagement project adjusts the price of Snickers in stores according to real-time internet sentiment analysis, with nearly 150 updates in a day and discounts sometimes exceeding 80 percent. The analysis of social sentiment combined with pricing highlights Snickers\u2019 brand concept and leads users to an in-store purchase while making them feel in control of the customer experience, as they get to share data in real time.<\/p>\n<h3>Same game, new world<\/h3>\n<p>An ex-insurance agent once explained that prior to each visit he\u2019d scour the newspapers for fresh conversation topics; research the potential buyer\u2019s life, including the hobbies, sports, and lifestyle the buyer was into; and then, just before ringing the doorbell, he\u2019d look around the property, identifying any personal triggers that could better shape the upcoming conversation. Today\u2019s data-driven insights allow marketers to do the same legwork, only much faster and for hundreds or thousands of potential customers all at once.<\/p>\n<p>A marketer\u2019s goal is to create a personalized, memorable experience that builds brand loyalty and engages each individual through his interests, passions, or problems. Doing so isn\u2019t a data-versus-creativity conundrum; rather, it\u2019s a data-plus-creativity solution. So stop guessing whether your efforts mean something to potential buyers and start measuring. Then take your measurements and search for the human meaning behind the numbers, testing, creating, and measuring some more until you set a new gold standard of driving connected engagement.<\/p>\n<div class=\"postauthor\">Thanks to Moa Netto for sharing their advice and opinion in this post. Moa is Chief Creative Officer at <a href=\"http:\/\/www.rapp.com\/\">RAPP<\/a> NYC, is an award-winning creative with over 150 awards to his name. With a background in digital and direct advertising, he\u2019s served as a jury member at Cannes and D&amp;AD London 2017, and in 2017 the Brazilian Advertising Association elected him the best digital professional in Brazil.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Marrying logic and magic pushes campaigns beyond the marketing noise Today\u2019s savvy consumers require authentic connections at precise points in the buying cycle. Brands that fail to consistently hit that mark will struggle to keep up. Instead of adding value, &hellip;..<\/p>\n","protected":false},"author":96,"featured_media":105189,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[436],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The powerful combination of data and creativity | Smart Insights<\/title>\n<meta name=\"description\" content=\"Marrying logic and magic pushes campaigns beyond the marketing noise. 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