Data, technology and creativity in marketing: 10 things we learned

The Guardian // 10th October 2015

Powered by article titled “Data, technology and creativity in marketing: 10 things we learned” was written by Comments curated by Adam Davidi, for on Tuesday 15th September 2015 09.03 UTC

The term big data isn’t helpful

Geoffrey Colon, group product marketing manager, emerging and social media, Microsoft

We need to stop using terminology like big data because it puts the emphasis of data hoarding as the focus. All good growth hackers use the term good data. The focus then becomes how do you find a few insights that when you take action become game changers. A good example is Clayton Christensen’s example in his book The Innovator’s Dilemma where a customer service representative found they sold more milkshakes in the morning than the afternoon/evening and changed their menu to reflect on this unique insight.

Quality ads can help counter the threat of ad blocking

Michael Greene, general manager, supply chain, AudienceScience

Brands need to do a better job of valuing the quality of the ad experience as much as the quantity. Especially in digital, there has long been a bad habit of going for high-volume, high-frequency bombardment instead of using audience data to better understand what consumers care about.

Marketing departments need people that can synthesis data

Tracey Follows, founder, anydaynow

I think the biggest skill marketing departments are lacking is not analysing data but synthesising data – who can seriously bring together all of the insights across myriad data points. Too many silos and no one person accountable for synthesis of it.

The customer belongs at the heart of the organisation

Suki Thompson, CEO, Oystercatchers

All too often marketing is still seen as a function rather than core to business success. The single customer view puts the customer at the heart of the organisation – which is where they should be.

Marketers need a data strategy

Steve Parker, strategy partner, M&C Saatchi

Every marketing director should have a data strategy and someone who leads it in their department. Brands need to connect customer relationship management (CRM) and media more than before, as well as understanding changing habits, trends and opinions of their target audience. Without a joined up approach to collecting, managing and interpreting data across all touchpoints, brands will suffer against a competitor who has this in place.

Capitalising on data requires commitment across organisations

Sarah Speake, chief marketing officer, Clear Channel

The only way for us as organisations to succeed in capitalising on transparent data usage is to ensure that the chief marketing officer, chief information officer, chief customer officer and wider board are 100% aligned. This requires a commitment to invest in technology platforms that can easily integrate into newer systems to future-proof ourselves. Easier said than done, without consistent commitment at board level.

Humans, not machines turn data into insight

Michael Greene, general manager, supply chain, AudienceScience

The future is definitely a combination of computers making decisions, but with a significant amount of human intelligence guiding and correcting those decisions. Call it “trust but verify”. The reality is, we need computers to structure and organise the massive amounts of data available today, but only humans can turn that data into insight.

AI raises questions around privacy and data exchange

Sarah Speake, chief marketing officer, Clear Channel

Artificial intelligence will help speed up the bridging between data, technology and creativity, however it raises the inevitable questions around privacy and data exchange. So I believe it will help marketers deliver and test at pace, but ultimately we still need to be mindful of whether we capture personal data or anonymise it in aggregate.

There’s a fine line between personal and intrusive adverts

Sarah Todd, CEO, Geometry Global

If customers feel they are getting something valuable – helpful information when they’re in the store, targeted ideas or promotions, or a timely reminder, marketing is personalised, intuitive and convenient. When it’s not relevant or timely or interesting then it’s intrusive and potentially damaging.

Agencies need to remodel themselves

Suki Thompson, CEO, Oystercatchers

The creative process doesn’t necessarily need to change but it does need to speed up. Traditionally creative insight would come from long term research, now this insight can be delivered almost in real time. Agencies have to remodel themselves to deliver solutions at speed, cost effectively.

Click here for the full transcript of this live chat, which was provided by AudienceScience.

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