warc webinar: does big data inspire or hinder creative thinking?

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Post on 13-Apr-2017

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  • 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 arent 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