data+creativity= the sweet spot · 7/1/2015 · automated system of insight and optimization first...
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DATA+CREATIVITY=THE SWEET SPOT
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DATA +CREATIVITY
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LOVE/HATE RELATIONSHIPWITH DATA
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RAISE YOUR HAND IF YOU HAVE RETROFITTED DATATO A STRATEGY YOU ALREADYKNEW YOU WANTED TO EXECUTE?
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THE HISTORICAL WAY WEUSED DATA WAS AS A FORM OF ORDER
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DATA VS CREATIVITYIS A FALSE DICHOTOMY
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CREATIVITY IS ACTUALLY‘AMBI-BRAINED’
http://www.huffingtonpost.com/2012/03/07/creativity-left-right-brain-hemisphere_n_1322240.html
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IMAGINE WHAT WECOULD CREATE!
SWEDENS PERFECT HOUSE
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BRITISH AIRWAYS #LOOKUP
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THE 5 STAGES DATA ADOPTION
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THE 5 STAGES OF GRIEVING(Kubler-Ross Model)
DENIAL ANGER BARGAINING DEPRESSION ACCEPTANCE
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THE 5 STAGES OF ADOPTIONSURVEY TREND-BASED OPTIMIZATION BIG DATA ACCEPTANCE
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THE 5 STAGES OF ADOPTIONSURVEY TREND-BASED OPTIMIZATION BIG DATA ACCEPTANCE
Ask people Observe people Observe your people Observe your people and optimize, automatically
Data fluency
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STAGE 1: SURVEY MODEL / ASK PEOPLE
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STAGE 1: SURVEY MODELClinging to a false, preferable reality
WHAT IT IS HOW IT WORKS
TYPES OF DATA USED
AGENCY BENEFIT
SHORTCOMINGOF THE MODEL
WHAT IT LOOKS LIKE
Data is used to
generate (or
validate) one
"insight" that leads
to the "big idea”
Aggregate survey
results are
interpreted by
human strategists
Third-party
Syndicated Research,
Survey data
Creative work is grounded in a
clear understanding
of reality
Siloed, infrequent
updates, narrow
focus, sample-based
Dove Real Beauty -
Only 4% of women consider
themselves beautiful
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STAGE 1: SURVEY MODELData is used to generate (or validate) one "insight" that leads to the "big idea”
3 Google Surveys Questions from TBG Studies
Which of the following attributes
best describes your impression
of the below product?
What makes an advertisement “good”? What is the primary reason you use Snapchat?
IMAGE WITH MENU OPEN-ENDED TEXT SINGLE ANSWER
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STAGE 2: TREND-BASED MODEL / OBSERVE PEOPLE
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STAGE 2: TREND-BASED MODELWhy would this happen to me (technology and social media)
WHAT IT IS HOW IT WORKS
TYPES OF DATA USED
AGENCY BENEFIT
SHORTCOMINGOF THE MODEL
WHAT IT LOOKS LIKE
Consumer
conversations on
social networks are
used as lens into
their behaviors,
perceptions and values
Analysts use social listening
technologies to
navigate large sets of social
conversation data
Social Listening Provides
understanding of
what is happening
now and peek into
what might happen in the future
Insights derived from
"listening" may have
limited application to real world
Honey Maid "This is Wholesome"
HONEY MAID LOVE
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STAGE 2: TREND-BASED MODELConsumer conversations on social networks are used as lens into their behaviors, perceptions and values
#CLEANEATS: High “Excitement” and “Hate” due to dieting restrictions.
"I never post these kind of pictures but.. I'm proud of my
self and my progress!" #healthyliving #cleaneats
#mealprep #bulkingup #STFU -@nsvanbenthuysen
#CLEANSE: Highest quantity of “Excited” conversations due to users talking about how they can physically feel it working
#HEALTHY: The most acceptable wellness hashtag, generally dominated by positive emotions
TBG Visualizations of Emotional Breakdown of Wellness Hashtags
“Day 3 of 30 day "cleanse" feeling
amazing this morning! I think the
worst is over. :) #fitness #weightloss
#health #Cleanse” -@VitaMargot
Apparently cooking relaxes me and I am a terrible
cook but made soup for the first time.. and I usually
hate soup. #healthy #yummy -@TharsikaM
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STAGE 3: OPTIMIZATION MODEL / OBSERVE YOUR PEOPLE
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STAGE 3: OPTIMIZATION MODELSeeking bargain or compromise
WHAT IT IS HOW IT WORKS
TYPES OF DATA USED
AGENCY BENEFIT
SHORTCOMINGOF THE MODEL
WHAT IT LOOKS LIKE
Campaigns are
tracked in real-time
against marketing
objectives and
adjusted to improve
performance
Tracking is
implemented in all
marketing and media
properties to allow
real-time access to
performance data
First-party marketing analytics
Increased efficiency
against marketing KPIs
Focuses on "what
we get" without
necessarily
understanding
"how we got there”
Your standard
marketing analytics
dashboard
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STAGE 3: OPTIMIZATION MODELCampaigns are tracked in real-time against marketing objectives and adjusted to improve performance
Buzzfeed POUND: Process for Optimizing and Understanding Network Diffusion
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STAGE 4: BIG DATA MODEL / OPTIMIZE AUTOMATICALLY
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STAGE 4: BIG DATA MODELDuring the fourth stage, the individual becomes saddened by the mathematical probability of death
WHAT IT IS HOW IT WORKS
TYPES OF DATA USED
AGENCY BENEFIT
SHORTCOMINGOF THE MODEL
WHAT IT LOOKS LIKE
Automated system
of insight and
optimization
First and third-party
data sources are
integrated and a high
level of processing
power is applied
CRM Databases, Data
warehouses, DMPs
Automation of
data processes,
measures real ROI,
not digital KPIs
Expensive to manage,
and not very flexible,
tends to have
diminishing returns
Amazon.com,
Salesforce
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STAGE 4: BIG DATA MODELAutomated system of insight and optimization
PROPOSED PROGRAMMATICTECHNOLOGY STACK
PROPOSED PROGRAMMATICTARGETING MATRIX
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SOME RELATIONSHIPS FROM THE FIRST 4 STAGESSURVEY MODEL TREND-BASED MODEL OPTIMIZATION MODEL BIG DATA MODEL
Humans Machines
Low High
Creativity Data
Aggregate Individual
Technology Sophistication
Data Granularity
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SOME RELATIONSHIPS FROM THE FIRST 4 STAGESSURVEY MODEL TREND-BASED MODEL OPTIMIZATION MODEL BIG DATA MODEL
Humans Machines
Low High
Creativity Data
Aggregate Individual
Technology Sophistication
Data Granularity
We need a model that embraces the advantages of data while leaving room for human input and creativity
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STAGE 5: ITERATIVE MODEL
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A LEARNING-ORIENTED APPROACHPREDICATED ON INTERNAL FLUENCYWITH DATA AND DATA SOURCES
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STAGE 5: ITERATIVE MODELIn this last stage, individuals embrace the inevitable future
WHAT IT IS HOW IT WORKS
TYPES OF DATA USED
AGENCY BENEFIT
SHORTCOMINGOF THE MODEL
WHAT IT LOOKS LIKE
A learning-oriented
approach predicated
on internal fluency
with data and data
sources
Agency creates
processes to
integrate data into all
disciplines and has
philosophy let the
data speak for itself
First and third-party
data, Individual
consumer data,
internal data
Creates
environment
where innovation
can flourish
Requires high level of
flexibility within
agency and clients.
Clinique, Etihad
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THE ITERATIVE MODEL IN ACTIONCLINIQUE SKINCARE APP
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AN AGENCY THAT EMBRACES THIS MODEL WILL:
Embrace complexity to achieve customization
Mix automation and manual input
Demand internal data fluency
Apply a learning-oriented approach
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THIS WILL BE REFLECTED IN THE WORK
Mix automation and manual input
Demand internal data fluency
Apply a learning-oriented approach
Embrace individual expression
Provide clear role for human and machine
Use technology to create consumer magic
Have clear applications beyond the execution
IF AN AGENCY: THE WORK WILL:
Embrace complexity to achieve customization
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EMBRACESINDIVIDUAL EXPRESSION
THIS FLOATING WORLD
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PROVIDES CLEAR ROLE FORHUMAN + MACHINE
NFL RFID CASE
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CLICK TO PLAY
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USES TECHNOLOGY TOCREATE CONSUMER MAGIC
TWIN SOULS
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HAS APPLICATIONS BEYOND THE EXECUTION
#SHARETHEBATHROOM
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EMBRACING THE ITERATIVE MODEL WILL REQUIRE COURAGE
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COURAGE TO BREAKTHE DIVIDE BETWEENDATA AND CREATIVES
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COURAGE TO BUILDCREATIVE DATA & INSIGHTSINTO THE PROCESS
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COURAGE TOCHOOSE PROTOTYPESOVER POWERPOINT
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COURAGE TO UNLEASHTHE POTENTIAL OF CLIENTDATA FOR CREATIVE MEANS
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THE COMPANIES THAT WILL SUCCEED WITH DATA ARE THE ONES THATEMBRACE DISORDER AND CONFUSION AS THE NATURAL GROWING STATE FOR INNOVATION
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IT’S GONNA BE AWESOME TM
APPENDIX
THINK WITH GOOGLE
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AMSTERDAM SMS QUEEN’S DAY
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HEART CHAMBER ORCHESTRA
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THE SUN DREAM TEAM
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ICE BUCKET CHALLENGE
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CLICK TO INTERACT
YEARS LEFT TO LIVE