1.
Shall Data and Creativity
be in opposition forever?
Adam Zbiejczuk
Influencer.cz
21. 8. 2019, Warszawa

2.
Honestly...
Adam Zbiejczuk
➢ Journalism & Media Studies
➢ mBank blogger
➢ H1.cz first CZ social media monitoring tool
➢ freelancer for BMW.cz
➢ Influencer.cz co-owner
● I'm a skeptic
○ sometimes data is missing
○ often creativity sucks

3.
Data vs. Creativity
Can reason and lust be in opposition forever?

4.
For every campaign...
1 Understand the clients’ needs and longings
2 Understand our own product / service
3 Understand the tools to deliver the message
4 Use the data to test the creatives
5 Be ready to help

5.
So why it often does not work

6.
1) Understanding the client
What kind of data we can get to learn more about our clients?
➢ social media = not just your channels: do you know what they
say? Social Listening
● focus groups
● personas
● get in their shoes!

7.
2) Understanding the product
As an agency: how far can you get in knowing it all?
➢ in-house teams have a
great chance to know it
inside out
● social media is not only
about selling stuff
● if you want to (help)
create lovebrand...
○ you must fall in love
with it yourself

8.
3) Understanding the tools
Why pay for the reach?
➢ because no matter the creativity...
○ you need people to actually see it
● do you measure beyond likes /
engagement?
○ Good!
● do you measure beyond clicks /
conversions?
○ Better!
● do you know you can change public
opinion or attitude towards you?
○ Best!

9.
3) Understanding the ecosystem
Would you air a billboard in a TV ad?
➢ no print ads on social media
➢ librarian's syndrome
● social media is social
○ do try to be social
○ enjoy conversation
○ be funny, emotional
○ be useful

10.
Beer vs. Beer

11.
4) Use the data to test the creatives
Make the logo bigger!
➢ person responsible for the content: you are in an awkward position
➢ everybody's ready to help
○ put more red in it!
○ we need cats!
○ sex sales!
● ask for data instead of an
opinion of a random douche

12.
4) Use the data to test the creatives
The need of data in the creative process
➢ often minor change
can make a huge
difference
➢ HCD with FB
Groups instead of
focus groups

13.
What is not the right creativity
Creating super creative campaigns to please yourself

14.
5) Be ready to help
Customer service is an integral part of social
Epic
Skyscanner
response to
user finding a
bug…
...which didn”t
just stop there

15.
5) Be ready to help
And yes, you can win the internet being creative there
Tesco and the
cucumber with
a dead worm -
named William
(see BBC and
44k share pic)

16.
Creativity vs. data
No, they shall not be in opposition forever
➢ you need CREATIVITY to get
meaning from the data…
➢ ...and just having a pool of
super talented creative guys -
without somebody looking
over DATA - then you don’t
spend the money well, period

17.
Thanks - let’s connect
Adam Zbiejczuk
adam@influencer.cz
https://www.linkedin.com/in/zbiejczuk
+420 736 779 920