In today’s marketing ecosystem, consumer attention is fleeting. Publishers need to provide advertisers with the tools to successfully reach consumers with highly personal, highly relevant content. This requires a balance between art and science with data at the forefront of success. By activating real-time insights with cross-channel marketing data, publishers can help build more compelling advertising in an era where ‘quality over quantity’ has never been more critical.

1. DRIVING CREATIVITY THROUGH DATA
BUILDING REAL-TIME INSIGHTS THAT
CREATE A DATA-DRIVEN CULTURE
Nathan Barling
VP Product Marketing & Evangelism, Datorama
nathan.Barling@salesforce.com

2. Simply, you are trying to lead the user to an outcome

3. Marketers normally build plans up to a year in advance

4. Everyone has a plan until they get
punched in the face.
- MIKE TYSON

5. 88% of digital marketers consider real-time
marketing critical to their success

6. Data driven decisions have become the expectation

7. The marketing ecosystem continues to grow
massively complex

8. You need to build a connected story across all touch points

9. An estimated
3,200,000,000
images are shared
daily

10. In 2019, the average human
attention span is
shorter than ever.

11. Get beyond crude audience targeting

12. Marketers must evolve or risk facing
extinction

13. You must find the balance between
the art and the science

14. Always on is no longer the only strategy
Geo targeted ads only
activated when pollen
count is high enough

15. Be active and be present

16. Be engaging and tell a story
Geofenced more than
14,000 McDonalds & 7000 BK stores
•App went from #686 to #1 in 48 hours
•1.5 million downloads in 9 days
• 3.3 Billion free impressions
Won Titanium Lion at Cannes 20190
“You will be able to order a Whopper for 1 penny at McDonald’s”

17. Help lead the consumer
Activated Geo-targeted paid
campaigns and email campaigns
that included custom ad copy with
current exchange rate.
Over 300% increase in conversions
Hourly currency conversion rates
`

18. FOOTBALL THEME
FAST MSG
LIGHT WEIGHT
MSG
ACTION SHOT
ORANGE SOCCER
BOOTS
ADIZERO F50 PRIME
LOGO RIGHT
FAST DESCRIPTION
Creativity powered by data

19. TOP CREATIVES
PERFORMANCE
AUDIENCE
INSIGHTS
By understanding creative assets, we can start to uncover patterns that drive desired behaviors
PERFORMANCE
METRICSPERFORMANCE
METRICS

20. Break through the noise

21. If average temperature…
> 18⁰C< 18⁰C
Revenue increase of 586%
Cost of sale decrease by 16%

22. Be Creative
Website Story
Carryover
OOH/Door Drop
Location Bidding
Pop Culture
Events
00:10
TV/Radio
Response Bidding
Temperature Ad
Copy Insertion 25oC
Competitor Price
Comparisons
A
B
Guerilla Activation
Stock Market
Prices
Geofencing
Bidding
Reactionary
Weather
Search+ Social
Exchange
Rates
£

23. Data is nothing on its own. Actionable insights
drive value to our clients

24. Make our jobs look simple not
complex

25. Become data
story tellers
not just data analysts

26. “If you can’t explain it simply, you
don’t understand it well enough”
Albert Einstein
Theoretical Physicist