“O Deep Thought computer, the task we have designed you to perform is this. We want you to tell us The Answer. To Life. The Universe. And everything.” Douglas Adams
@benessen
D data will give us the answer
D
64%
of global CMOs have changed the way they make big decisions in the wake of the proliferation of data in their sector.
data = certainty
64%
of global CMOs have changed the way they make big decisions in the wake of the proliferation of data in their sector.
data = certainty
believe advances in data analysis are undermining the credibility of intuition or experience. 49%
98.6%
99.8%
% people not clicking banner ad
no data targeting
with data targeting
returns on creativity aren’t incremental
game-changing creative ideas come from looking at things differently
game-changing creative ideas come from looking at things differently
embrace the outlier ‘Creativity is helped by discovering what is different, not what is the same. Find the exceptions, rather than the patterns.’ Guy Murphy, Admap Prize Judge
outlier audiences
british airways = 70% of market
outlier issues
‘The so-called experts have lost touch with ordinary people.’ Lynton Crosby, Conservatives
outlier value
outlier truths
key motivators driving purchase of a family car
“No more first, or second or even zero moments of truth, but billions - one for each and every one of the people we serve, day in day out.” Marc Mathieu, Admap Prize Judge
“Technology allows us to level up on empathy.” Marc Mathieu, Admap Prize Judge
quantity objectivity
quality bias
the big data opportunity
data ethnography!!
“Digital data gives you a forensic view of how people are feeling” Mark Ronson
data curators!
!
data scientists!!
data curators!!
juxtapose and colliide!!!
“My goal is to provoke
people into thinking thoughts that they normally might not
have.”
James Lee Byars, artist
From trend line reassure certainty
to outliers provoke discomfort
“ Discomfort is the only sure sign that you are really
exploring the foggy future that lies ahead”
MAGNUS LINDKVIST, trend forecaster