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Hype Cycle

WTF! Using Space Invaders as the premise for a ‘big data’ presentation to the WFA?

Space invaders
“A dog is for life, not just for Christmas”
Just like a brand’s digital presence…

Yes. Big data has a lot in common with Space Invaders. And that’s what’s so exciting.

How do I know? Well, I’ll be telling that story to the WFA soon.

The World Federation of Advertisers (WFA) is a formidable body who put on conferences and a forum or two each month across the globe for their members who are top, international companies who have big advertising budgets.

What a delight to be invited to speak at their Integrated Marketing and Communications Forum in Singapore next week.

My topic is about data-driven marketing, a subject close to my heart as I’ve been helping advertisers and their creative agencies get closer to some of the data normally closely guarded by their media agency trading desk. Ah the brave new world of programmatic buying Continue reading “WTF! Using Space Invaders as the premise for a ‘big data’ presentation to the WFA?”

Data-led creativity deserves more than just hype

The futures of data and creativity are fundamentally connected. While this eventuality seems inevitable and the statement may be even something of a platitude nowadays, the stark abyss between data and creativity is present across many industries – but none more than the advertising industry.

It has been noted by close observers of the many famous advertising awards ceremonies that effectiveness is now key to success, but still there are too few examples of data-driven creativity.

This post first appeared in Marketing Magazine, Oct 2012
This post first appeared in Marketing Magazine, Oct 2012.

There are five reasons that data – for the moment – might be removed from the creative process:

First, data mining is often too arduous and complex. As a result, it’s expensive to make data useful, hence there are many sophisticated data analysts who can charge like a wounded bull. Their outputs might be impressive, but their hourly rates scare off too many potential clients.

Second, data mining teams are often unglamorous and lack the cool-factor found in creative agencies. Or so the creative agencies believe. One creative director recently used the oil and water analogy, saying “we’re better off at opposite ends of the creative engine”. Continue reading “Data-led creativity deserves more than just hype”

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