In a world of abundant data and always-on consumers, the importance of data is evolving from being about targeting and modeling to being "in the moment" with the consumer. Today data value is not only about consumer purchase decision paths but also about their emotional states ... about allowing the marketer to be present with the consumer within their experience, shifting the emphasis from statistical analysis to storytelling. As real-time adaptive marketing becomes the norm, marketing success and effective marketing spending will increasingly rely on re-imagining the data in order to move the consumer effectively to action by meeting them within their mindset. We've learned that messages about fitness and health don't always spur action in those looking to lose weight and that marketing messages about the joys of house ownership don't always activate mortgage deals. Traditional marketing relies on a definition of "brand" that is static; but in an always-on dynamic world, marketing messages and content need to be fluid, interactive and inspired. Learn how emotional data fuels a different kind of marketing idea and why we need to progress from data dashboards and modeling to emotional relevance and meaning.
4. … resulting in
Video uploaded to
24 Petabytes
Data processed
per minute by per day
200 Thousand
Text messages sent Tweets per day
per second
Minutes spent on
72.9
Ordered on
Products
per month per second
10. “Research is the enemy of creativity…
Advertising is an art, not a science.”
George Lois
“It's not the consumers' job
to know what they want.”
Steve Jobs
“If I had asked people what they wanted,
they would have said faster horses.”
Henry Ford
11.
12. Point of Divergent Creative
Designers
Data talking
talking to
data
designers
27. … targets were on
average 4-5x more
likely to buy.
Global Frozen-Food Brand
6:1 ROAS
ROI compared to the
previous similar campaigns
was better by up to
Leading Technology Company
2000 %
higher conversion rate
than campaign average by
Leading Technology Company 274 % … recognized
ROI lift of
37
Leading Mobile Phone Provider
%
50 %
Increased the ROI of
their audience buying
by approximately
Leading Car Manufacturer
28.
29.
30.
31. Use data to inspire creativity.
Emotional Data