Data-Ade - Fuel of Creative Champions
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As first presented at ad:tech Sydney by Aneeket Dayal & Hugh Munro of Tongue. Is data killing creativity? Hells no! But in the wrong hands, data can be a a burden rather than a spark for big ideas. And with a proliferation of 'big data', marketers are struggling to decode the data matrix. Instead, Data-Ade gives marketers a fresh approach to data that works. Take your data with a splash of Data-Ade to both inspire big ideas and tell brilliant stories. When life gives you data, make Data-Ade!
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Data-Ade - Fuel of Creative Champions
- 1. FUEL OF CREATIVE CHAMPIONS
- 2. Hugh Munro Strategy Director Aneeket Dayal Digital Strategist
- 4. LET’S PLAY. Get a partner. Best of 3.
- 6. “Bad luck comes in threes.” “Three times lucky.”
- 7. 28,000,000,000 GB of data is produced. Daily.
- 10. When life gives you data, make
- 11. IDEA INSIGHT ACTION DATA DATA ROLE OF DATA IN THE CREATIVE PROCESS
- 12. IDEA INSIGHT ACTION ROLE OF DATA IN THE CREATIVE PROCESS
- 13. IDEA INSIGHT DATA DATA The insightotonic fuel for ideas.
- 14. Step 1 Treat data as the start of a question, not the answer.
- 16. “Data itself isn’t the solution. It’s just part of the path to that solution.” Kristian J. Hammond, Harvard Business Review
- 17. Fact: 80% of men are stealing dabs of their woman’s moisturiser.
- 20. Fact: 80% of men are stealing dabs of their woman’s moisturiser. Insight: Men want to take care of their skin without looking like a girl.
- 22. Step 2 Mix with a healthy embrace of contradiction.
- 25. Australian women use “swim wear” over “bikini”. Australian women use “bikini” over “swim wear”. SOURCE: Google TrendsSOURCE: Google Trends
- 26. Australian women use “swim wear” over “bikini”. Australian women use “bikini” over “swim wear”. SOURCE: Google TrendsSOURCE: Google Trends
- 27. In October, women prefer to think about “swim wear”… …but by January, they’re finally ready to embrace the “bikini”.
- 28. Step 3 Finish with a good measure of willing ignorance.
- 29. of train-related deaths in 2011 were suicides. 81% SOURCE: Transport Safety Victoria
- 30. Eat a tub of super glue
- 31. “We are so busy measuring public opinion that we forget we can mold it. We are so bust listening to statistics we forget that we can create them.” Bill Bernbach
- 32. 1. Treat data as the start of a question, not the answer. 2. Mix with a healthy embrace of contradiction. 3. Finish with a good measure of willing ignorance.
- 33. IDEA ACTION DATA DATA Your one stop shop for data fueled story telling!
- 34. “Never trust anything that can think for itself if you can't see where it keeps its brain” J. K. Rowling
- 35. Step 1 Data is not the story, but part of the narrative.
- 36. Bridging the gap from numbers to story. STATS TESTED DATA THE FACTS THE ANGLE THE STRUCTURE THE LANGUAGE STORY TO TELL CREATING THE NARRATIVE
- 37. DATA ONLY APPROACH CNN Freedom Project
- 38. DATA-FUELED STORYTELLING Millions of people from 200 countries have visited slaveryfootprint.org to discover their connection to modern-day slavery. Same data, new approach.
- 39. THE POWER OF MOVIES Created for COMMUNITIES not just demographics!
- 40. Step 2 Add a pinch of emotional context.
- 41. COMMUNITIES ARE FUELED BY EMOTIONAL CONTEXT 1. Passion 2. Share interest 3. Collective 4. Purpose 5. Real-time
- 42. AN EMOTIONAL STORY FOR ASOS EMOTIONAL DATA - Disillusioned & disinterested about the idea of marriage. - Yet would happily marry their favorite piece of clothing. RATIONAL DATA - Always out and about. - Reside within CBD locations. - IX: 300 try something new. Fashionista Community
- 44. “Success comes from standing out, not fitting in.” Don Draper
- 45. Step 3 Challenge the media status quo.
- 46. THE EXPECTED Audience Data: - 600,000 unique visitors a month - 81% Women - 19% Men WHAT ARE 114K MEN DOING ON AWW?
- 47. THE UNEXPECTED - Over-index in online purchases - Show higher response rate to ads - Stay longer on WW Article pages - Household decision maker - Enjoys social media Nielsen and RM 2013 Stats
- 48. Making the SMH Sexy for 1 Day = 0.35% CTR
- 49. 1. Data is not the story, but part of the narrative. 2. Add a pinch of emotional context. 3. Challenge the media status quo.
- 50. FUEL OF CREATIVE CHAMPIONS
Editor's Notes
- And now we hit the real pointy end….. Because this is where every media $$$$ counts! We are accountable for our actions and data is our safety neet
- Lets start by talking to the most famous story teller of today How many people here actually know every single data point that their insights and results come through from! This leads to the number 1 ingredient and potentially the most important ingredient in transforming an idea into Action. I personally don’t think that she has done any type of Attribution modeling or had to deal with data companies!
- This leads us to our first point.
- Need to amend.A great example of where this is really used is non for profit!
- http://thecnnfreedomproject.blogs.cnn.com/category/the-facts/the-number/
- Now lets think about the power of Film….. When some of the create directors create their masterpieces, they don’t simply think about demographics = GREAT STORY TELLING IS TOLD TO COMMUNITIES! Big push in talking about Communities vs. audiences
- The principle of data is all about RATIONAL thinking and quite often contradicts concepts of emotional thinking.
- This is about where and how to tell the story Everyone is using the same dataIf we don’t find the anomalies and use it to our advantage – we become caught up in the clutter space.
- On very basic principle. We decided to do the complete opposite of what the data told us about our audience….. High incomeOnline for practical reasons only News and current affairs