In a world quickly turning towards Artificial Intelligence (AI) we already put out on average 7TB data per human. I imagine that’s only going to grow.
We can no longer operate on a hunch or rely solely on qualitative data to inform our strategy or creative output. A marrying of the left and right brain is critical for any agency to survive today. But if you’ve ever watched a scientist and artist debate at a dinner party, you’ll agree this is easier said than done.
So, how can a creatively driven businesses thrive in a data led world? Tom Morton and Jess Greenwood from R/GA agency offered their perspective and recent experience at the opening lunch of FFWD2017 Advertising week. Here’s my re-cap:
Big data is terrifying but useless unless it’s broken down into manageable, actionable pieces
- Behavioural data- use online behavioural data as an opportunity to find an interesting creative angle. A great example of this is the "TJ the rival" Nike campaign.
- Personal data – use information like name, gender, and location to personalize the creative and experience.
- Member data – leverage loyalty and membership data to form connected experiences over time.
"Strategy without data is air guitar" Nick Law
- Work differently than you do today.
- Data analytics & strategy should go hand in hand. Just like art & copy.
- Give your analytics team a seat at the strategic table. They should be just as much part of early planning stage as reporting most mortem.
Be obsessive about process
- Consider the 2x4 process for data-driven strategy. No project kicks off without 4 people in the room for 2 hours with as many data points as possible plastered all over the wall.
- Use search and social for campaign creative, and set up social listening run at start of each project (affinio is a good tool).
- Hire any connections planner you can find (typically lurking in media agencies). Connections planners are good at sending meaningful messages at right points in time - especially useful when working on membership strategies.
- Develop a common understanding for data people and creative people so everyone is part of the new world.
VP Marketing & Culture