FutureM 2014 - Art & Science: Creativity vs. Data

•Download as PPTX, PDF•

0 likes•569 views

FutureM 2014 Art & Science: Creativity vs. Data Speakers: Brendan Stephens (@brendanstephens) Creative Director, Zipcar Robert Davis (@heyrobertdavis) EVP, Strategy, PJA Advertising + Marketing Millie Park (@milliepark) Sr. Director, Commerce & Community, Zipcar Technological disruption in marketing is inevitable. Automation is permeating media, advertising, and marketing with the promise of delivering the right brand messaging at the right time across all channels. Marketers can benefit from programmatic buying and other automation, but will that efficiency undermine creativity and humanity? The question of art vs. science isn’t a new one. The balance between creative strategy and media technology will be what separates winning marketing organizations from the losing ones. Can these two competing schools of thought be brought together? This session is a candid and thought-provoking discussion, featuring leaders from the "math" and "mad" schools of thought.

Business

Art & Science: Creativity vs. Data
# F U T U R EM
Robert Davis
@heyrobertdavis
EVP, Strategy
PJA Advertising +
Marketing
Brendan Stephens
@brendanstephen
Creative Director
Zipcar
Millie Park
@milliepark
Sr. Director, Commerce
& Community
Zipcar
Moderator:
Tom Simons
Chairman
PARTNERS+simons

Art vs. Science
(No, Science vs. Art)
# F U T U R EM
MILLIE PARK + BRENDAN STEPHENS
ZIPCAR

Members respond positively to promotion “heavy” copy*
#FUTUREM
Promo “light” Promo “heavy”
SUBJECT LINE: Want two days of free
driving, Caitlin? We’ve got the deets.
SUBJECT LINE: Our 40% off promotion
extended just for you, Caitlin!
 The promo heavy subject line and body copy resulted in:
– 30% lift in unique click through rate
– 300%+ lift in revenue per 1,000 emails sent
 …which amounts to a lot of moolah.
*Caution: use sparingly.
SUBJECT LINE AND COPY TEST // 5 for 3

SUBJECT LINE AND COPY TEST // $29 Overnight
Sometimes it’s okay to stray from formula.
(We even did math.)
#FUTUREM
Got a late night, Kristen? Keep you Zipcar 6pm-8:30am for just $29+ tax.
Starry, starry nights for just $29+ tax, Kristen.
Working late, Kristen? Book your ride home for $29 + tax.
Got a late night, Kristen? Keep you Zipcar 6pm-8:30am for just $29+ tax.
These savings are written in the stars, Kristen.
Relax, Kristen we got your ride covered for $29+ tax.
WINNING SUBJECT LINE: Want a Zipcar for just $2/hour, Kristen?
 Unique open rate: 36% lift from average
 Unique click through rate: 69% lift from average
 Revenue: 172% lift from average

IMAGE TEST // Refer a Friend Promotion
Believe it or not, we’re not all about cars.
#FUTUREM

IMAGE TEST // Refer a Friend Promotion
We’re more about our members.
#FUTUREM

IMAGE TEST // Airport Expansion Promotion
We can imagine the scenario.
#FUTUREM

IMAGE TEST // Airport Expansion Promotion
Humor goes a long way.
#FUTUREM

Creativity & Data
#FUTUREM
# F U T U R EM
ROBERT DAVIS, PJA ADVERTISING + MARKETING
@heyrobertdavis

Range of engagement
#FUTUREM
Awesome! Uh… Everything sucks.

Data + creativity bell curve
#FUTUREM
There’s no
good
information.
Here’s a
bunch of
data.
Here’s a
smart
brief.
Data says
‘time to
optimize.’
Let’s put 50
headlines in
the program.

The gap.
#FUTUREM
Hey, get
with the
program!
Uh, what
program is
that?

Forging a new understanding.
#FUTUREM
Inspire with
data
Tell stories
with data
Drive performance
with data

This document summarizes Tom Sanger's presentation on paid search innovation and insights. It discusses measuring objectives like CPA, ROI, and ROAS. It also covers factors that influence Quality Score like click-through rate, keyword match types, negative keywords, ad and landing page relevance. Finally, it discusses best practices like bid adjustments for devices, location targeting, and remarketing; and how improving Quality Score can save money and increase returns.

Combining Art & Science in Modern Marketing

Scott Brinker

Should marketing have more art or more science? Both! These aren't an either/or proposition. Modern marketing is about combining the best of left-brain analytics and right-brain creativity to deliver compelling customer experiences. This presentation introduces the hybrid "marketer scientist" -- an ideal blend of storyteller, data analyst, brand champion, experimentalist, experience designer, technologist, change agent, and system thinking. Of course, not everyone needs to be an expert in ALL of those. But all marketers should be willing to embrace them, and the modern marketing organization must find a way to synthesize them with a balanced team.

Establishing Your Brand Voice in Social Media, Juntae DeLane, Social Fresh Co...

Social Fresh Conference

This document discusses establishing a digital brand voice. It provides a framework for building a digital brand voice that includes understanding the audience, organization, offerings, mission, vision, values, personas and value proposition. It outlines the three tenets of digital branding: identity, visibility and credibility. It also provides tips on defining the character, tone, language and purpose of the brand voice and developing an action plan with objectives and promises around the brand personality.

AOM16 Design Flexible Marketing Campaigns

AMASanDiego

Wouldn’t it be great to make informed, data-backed decisions about where to make budget and resource adjustments in our live marketing campaigns? What if we had a framework for testing new ideas and optimizing our campaigns in an iterative and systematic manner? In this workshop, Justin will provide a valuable framework for designing flexible marketing campaigns that will help you “close the loop.” You’ll leave with: New knowledge of measurement strategy, testing and optimization, and campaign research methods A foundation for “rigging the game” and designing campaigns that evolve and provide future learnings A start-to-finish framework for designing, testing, and evolving a flexible cross-channel marketing campaign INSTRUCTOR: JUSTIN GABBERT Manager of Digital Analytics & Optimization, Red Door Interactive

Promotions Summit Day 1

Upland Second Street

This document provides information for attendees of the #PromotionsSummit conference. It includes welcome messages, information about wifi access, contests being held on Twitter, and schedules of speakers that will discuss topics like the top things advertisers want in 2014 and case studies on successful promotions campaigns. Details are provided about networking opportunities and prizes for participating in contests on social media around relevant hashtags.

DON'T DUOPOLIZE ME! SXSW 2018

Michael Nicholas

These are the slides I stood in front with @Brian_Wong during a presentation we gave at SXSW 2018 in Austin on March 12, 2018. The presentation was a high level 45 minutes attempting to explain the cause, effects and opportunities of the Facebook+Google Duopoly in 2018 and beyond. The SXSW session description was: "Facebook & Google have created an advertising duopoly predicted to wipe out smaller adtech companies & continue the decline of VC funding in adtech. Brands spend millions every year collecting consumer data they should rightfully own & be able to use while Google & Facebook are profiting. This panel explores why competition reform is needed for the overall ecosystem, what makes data consolidation bad for adtech and how brands can own their own data to elevate the consumer experience." (I used to be able to export from keynote with a full size slide and the presenter notes (apple please fix this!)... Unfortunately I can't seem to do that now, so most of the discussion isn't actually here. See if i can get the notes in here somehow so this makes a bit more sense)

How to Generate Revenue with Facebook Advertiser Contests

Upland Second Street

This document discusses how media companies can generate revenue through Facebook advertiser contests. It provides case studies of radio, TV, and newspaper companies that saw success growing their Facebook likes, databases, and engagement through contests. Best practices are shared such as using sweepstakes, targeting prizes to audiences, and promoting contests through various advertising channels and email. Sample campaign packages tailored for different media are presented, with radio packages starting at $5,000 and TV and newspaper packages at $4,500-5,500. The document encourages media sales teams to leverage Facebook contests to generate new revenue from advertisers.

Recipe for Better Marketing @ChrisBennett

97th Floor

The document provides tips for better marketing in 3 key areas: 1) Focus on useful, creative, and altruistic content that serves the audience rather than just promoting yourself. 2) Leverage social media strategically by understanding where your audience is and providing valuable, relevant content. 3) Repurpose content across multiple formats like infographics, lists, slides, and interactive pages to expand reach and engage audiences. The overall message is that modern marketing requires moving beyond selfish ads and outdated approaches to truly connect with and serve potential customers.

Ask Avanade CASE STUDY DETAILS: Results: 35 sales leads with a seven-figure pipeline value. With only two weeks to develop and execute the campaign, Studio D UK was challenged to drive leads for Avanade at the Gartner CRM summit with an integrated campaign. The #askavanade was invented, a digital platform pushed in-person at the event. The opportunity was created for event attendees to ‘ask Avanade’ questions about CRM, its business, technology, and frankly, anything else. Armed with flip cams and video production capabilities, the three-strong WE team on-the-ground solicited questions, captured emails, and produced video responses from five Avanade spokespeople at its stand. “#askavanade delivered the fastest ROI from marketing spend this year.” Pamela Maynard, GM, UK & Ireland, Avanade

Hi We're Espresso

Martafy!

Espresso is an integrated marketing agency that has been creating memorable online and offline experiences for clients like Samsung, Nike Bauer, Sprint, and the United Way for over a decade. We call our “secret sauce” brand infiltration—a cost-effective blend of digital, social, experiential, and traditional marketing tactics designed to ignite conversations and fuel word-of-mouth and word-of-mouse. Hi, it's nice to meet you. http://brandinfiltration.com

Netflix's Customer Obsession by fmr Netflix VP of Product

Product School

Saga Communications Promotions Opportunity

Upland Second Street

This document summarizes a presentation about online promotions. It discusses how promotions can drive revenue, build databases, and grow audiences. Promotions like contests, sweepstakes, and deals are growing trends that allow advertisers to generate leads, drive foot traffic, grow social engagement, and collect customer data. The presentation provides examples of how promotions were successfully used by various companies to achieve different goals and challenges. It emphasizes the importance of planning promotions, growing customer databases, empowering sales teams to sell promotions, and leveraging various promotional tools.

StP Overview

Strategic Productions LLC

Steve Lok - SUPERNOVA: Centralised Data Platforms (CDPs) blow sh*t up at The...

Martech Alliance

Smart Social Summit 2017 | When Social Insights Drive Strategy Shifts: Making...

Spredfast

Numbers are just numbers until we put them to action. As marketers, we’re tasked with not only delivering messages that connect with our customers, but showing bottom-line value while doing so. How do you transform a social media data point into a tangible marketing ROI for your business? These social media experts will share how they’ve taken their deepest social insights and converted them into game-changing decisions for their business strategy.

Connect the Dots: Draw a Clear Picture of Social’s Impact on Business Results

Spredfast

Every company has objectives for business growth. Social marketing should support these key goals. And measurement of social marketing efforts should speak directly to goal-based results. Learn how socially mature organizations are connecting the dots between social measurement and bottom line business results. Understand the principles guiding these efforts and see how social is being integrated with other areas (and systems) across the business.

Pumphouse Capabilities

Mark Roberts

Pumphouse Creative is a communication design firm located in Dallas that specializes in brand development, marketing, web design, and other creative services. They provide examples of work they have done for various clients across many industries, including real estate, entertainment, consumer products, and more. The document outlines Pumphouse Creative's approach, capabilities, and work to promote their services.

Digital Hot List - Notable.tv

AchillesMedia

Notable is a digital media brand created by and for young professionals to share content and connect online and offline. It offers brands a turnkey platform to engage its audience of over 30,000 monthly visitors across various social media platforms. Notable has worked with brands like Samsung and Rogers to promote product launches through online and offline campaigns that drive engagement and impressions among young professionals. The company aims to become the national source in North America for content related to people aged 25-39.

Do This, Not That: Email Marketing Techniques that Drive Results and Customer...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this session, Jay will explore the latest email marketing strategies and techniques to use when looking to increase customer engagement and gain new customers. This session will also explore what techniques are proven to work and what is driving strong direct marketing results using email, social & mobile marketing, emerging media, and integrated marketing initiatives. In this session, Jay Schwedelson, President and CEO of Worldata, will provide insight from actual campaign results from successful and failed attempts at using these techniques. ● Learn marketing tactics that hold long-term value and drive results ● Acquire measurable tactics for marketers to pull interested leads ● Gain insight on integrated direct marketing initiatives based on actual campaigns Three key takeaways: ● Overview of the trends happening in email marketing today – and which actually work ● Actionable tips on how to double open rates with a few easy tweaks ● Pitfalls to avoid for email marketing ● What has replaced content marketing as “king” in today’s omnichannel world, and how you can leverage it for your campaigns

Conversion Jam

Martijn Scheijbeler

1) The document discusses how The Next Web scaled up their A/B testing program from 20-30 tests in 2014 to around 200 tests per year. 2) They started by using Google Analytics Content Experiments but then hit limits, so they developed their own process and tools using Google Tag Manager and JavaScript. 3) Key aspects of their approach included setting a clear vision, structuring their team for testing, communicating results, continually innovating their process, and focusing on quality over just quantity of tests.

Information Builders #CaptionThis Contest 2015

ibi

Media Planning 101, CU Presentation, 5-18-14

Lisa Christy

Lisa Parente Christy provides an overview of media planning in 3 principles: 1) Be stupid and find out what's going on, 2) Luck is the residue of design, focusing on targeting, objectives, storytelling, marketplace and budget, 3) Use each medium's strengths to build relationships. She then discusses selecting media, explaining the strengths and metrics of television, digital, print, out of home, and radio. The key is finding the right moments for your audience to receive your message in the best way for your brand's value.

MnSearch Summit - Keynote - Lee Odden - Where Does Search Fit In The Digital ...

MnSearch, The Minnesota Search Engine Marketing Association

Customers don’t research in silos so why should marketers operate that way? Buyers have grown to expect more engaging and diverse experiences across devices and platforms, requiring companies to become “the best answer” wherever their customers are looking. In his keynote presentation, Lee Odden will share his perspective from working with multiple Fortune 500 and Inc 500 brands as well as meeting with business owners and marketers from all over the world on where search fits in the digital marketing mix. He’ll also share insights from a survey of top digital marketers on where search marketing is headed and how practitioners can position themselves for future growth.

Where Does Search Fit in the Digital Marketing Mix? MnSearch Keynote 2014

TopRank Marketing Agency

MCAD 2009 - Future of Advertising: session #09 recap (March 23)

Tim Brunelle

Here's the recap of my in-class presentation for the 9th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). On March 23 we got granular and talked about Data, but not just on obsessive detail. Instead, we focused on the idea that data can help propel better stories, more effective media and more useful technology. Many thanks to Patty Henderson from Magnet360 for stopping by to share her perspective; and a big thanks to Chris Wexler and Kristen Findley for sharing their links and resources. Please note the Creative Commons license. Thanks.

FutureM 2014 - Anatomy of a Viral Video

FutureM 2014 - Art & Science: Creativity vs. Data

Recommended

Recommended

More Related Content

Similar to FutureM 2014 - Art & Science: Creativity vs. Data

Similar to FutureM 2014 - Art & Science: Creativity vs. Data (20)

More from FutureM

More from FutureM (20)

Recently uploaded

Recently uploaded (20)

FutureM 2014 - Art & Science: Creativity vs. Data