Emotional Data                  Nick Moore   Chief Creative Officer, Wunderman           Slavi Samardzija   Chief Analytic...
Today BFF (or not?)
Changing consumer habits                           3
… resulting inVideo uploaded to                         24        Petabytes                         Data processed        ...
Data Deluge (aka Big Data)
Data on Data1970   1975      1980             1985        1990   1995   2000   2005   2010              Source: Google Sch...
The Seduction   of Data
“Research is the enemy of creativity…Advertising is an art, not a science.”George Lois               “Its not the consumer...
Point of Divergent Creative   Designers                 Data talking   talking to                    data   designers
Who the heck are Arcade Fire?
Most peopledon’t live   in a design studio
Creativity = Change the World
If you want tochange the world, talk to the people who                               don’t agree with you
Insight          Idea
Creativity + Relevance = Change the World
… targets were on  average 4-5x more  likely to buy.   Global Frozen-Food Brand                               6:1         ...
Use data to inspire creativity.Emotional Data
EXAMPLES
This is emotional data
From emotional data comes emotional insight
A new type ofcreative thinking
Attitude does  not lead to behavior.Behavior leads    to attitude
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
The New World of Emotional Data: From Analysis to Storytelling
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The New World of Emotional Data: From Analysis to Storytelling

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The New World of Emotional Data: From Analysis to Storytelling

  1. 1. Emotional Data Nick Moore Chief Creative Officer, Wunderman Slavi Samardzija Chief Analytics Officer, KBM Group
  2. 2. Today BFF (or not?)
  3. 3. Changing consumer habits 3
  4. 4. … resulting inVideo uploaded to 24 Petabytes Data processed per minute by per day200 ThousandText messages sent Tweets per dayper secondMinutes spent on 72.9 Ordered on Products per month per second
  5. 5. Data Deluge (aka Big Data)
  6. 6. Data on Data1970 1975 1980 1985 1990 1995 2000 2005 2010 Source: Google Scholar Articles in Subject: Business
  7. 7. The Seduction of Data
  8. 8. “Research is the enemy of creativity…Advertising is an art, not a science.”George Lois “Its not the consumers job to know what they want.” Steve Jobs“If I had asked people what theywanted, they would have said fasterhorses.”Henry Ford
  9. 9. Point of Divergent Creative Designers Data talking talking to data designers
  10. 10. Who the heck are Arcade Fire?
  11. 11. Most peopledon’t live in a design studio
  12. 12. Creativity = Change the World
  13. 13. If you want tochange the world, talk to the people who don’t agree with you
  14. 14. Insight Idea
  15. 15. Creativity + Relevance = Change the World
  16. 16. … 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 ratethan campaign average byLeading 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
  17. 17. Use data to inspire creativity.Emotional Data
  18. 18. EXAMPLES
  19. 19. This is emotional data
  20. 20. From emotional data comes emotional insight
  21. 21. A new type ofcreative thinking
  22. 22. Attitude does not lead to behavior.Behavior leads to attitude

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