4As: The Increasing Role of Data in a Post-COVID World

One of the biggest trends is that data is making its way into all areasamp160of decisionmaking including creative quotOne thing many people are grappling with is striking the right balance between creative intuition and data intelligencequot Adolfo said quotSometimes these elements are one and the same and sometimes they contrast and conflict The future is when these two sides work symbioticallyquotHow can the ephemeral artistic aspects of media coincide with the structural quantitative aspects of data For Franklin there is no dichotomy Data is vital and has created a dynamic where quotIntuition is supported and informed by dataquot she explained quotIn our industry we know that data is critical We have to be able to understand how to size We have to understand where the trends and the information are going and where are the opportunities and challenges are Data helps clarify those things for us in ways that are precise and allow us to solve for things that are very specific and clearquot But balance is vital in the decisionmaking process She warned that there is the risk of having quotan overreliance on big data It was all about the data telling us where we needed to go and what we needed to doquot A balance needs to be achievedWhen it comes to creativity and data one can inform the other but each needs to be valued in its own space quotThere is a concept of datadriven authenticityquot noted Ricard quotYou are looking for facts You are looking for insights that drive the ability to have an authentic conversationquot He believes that this approach has to drive the creative quotWe could say 39I think this is important39 shaped by our individual lens or perceptions You have to validate that through dataquot he explained quotThere has to be a datadriven approach to itquotBut quotcreativity should not be stifled by dataquot Clark asserted quotData can be the foundation of a great idea but it typically serves as the foundationquot Sometimes it leads the effort as in Spotify where the data leads the creativity quotbut that is rarequot she explained quotOften it is taking a human insight and amplifying it You have to find that nugget that feels right and build on top of that That39s when you will not break that creativityquotExamples of the Value of DataClark described an Oreo campaign where one morsel of data revealed and informed the entire campaign narrative quotData can be very smallquot she noted quotOne of my favorite campaigns was the Oreo Vote The Oreo campaign started with a tweet which was 39Who Will Save the Oreos39 which was a small tiny piece of data that someone picked up on and said 39Wow this is interesting39 and started to look at the other data that the community was saying and built it out to a campaignquotFranklin when looking at data strives to find quotthe sparksquot as she calls it quotYou39ve got all of this information but what is sparking something you didn39t think about or a feeling of curiosity that makes you say 39Hmm39 And the other thing I think about with data is where is the humanityquot Make the explanation of data simple and understandable quotas if you are talking to your Grandmaquot she saidDon39t rely on a sampleofone to forge your insights quotWe are all going into this work with our own lens and biasesquot stated Clark quotYou can get caught up in what you as planners think is the truth without examining what other people outside of the universe of what we do are thinking saying and doingquot In talking to real people for example she was able to learn that consumers confused electronic vehicles with selfdriving vehicles It was by only talking to consumers that this important insight was revealedThe Difference Between Data and InsightsquotIn any piece of data if you can39t answer the 39so what39 then you probably don39t have an insightquot explained Ricard quotIt39s interesting today to be thinking about persuadable audiences in what we think of as media bubblesquot The question is amp8211 how do you find the people within these media bubbles that you can persuade quotWe know this population isn39t homogeneous but we don39t know necessarily how to reach them Data might be all those things like demographics ethnicity and media consumption but that doesn39t necessarily indicate what they care about That doesn39t give you that human element that is going to spark changequot You have to go from an understanding of facts the data to a fuller understanding of motivations and elements of persuasion the insights quotA powerful authentic responsequot he concluded quotthat could be driven by intuitionquotquotData can feel and sound intimidating but think of everything around you as dataquot Clark concluded quotAll of these inputs Don39t get caught in needing secret big insightsquotUse your heartquot she advisedClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

4As: The Increasing Role of Data in a Post-COVID World

Author

Publish date

Channel

Archived in

Charlene Weisler

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

4As: The Increasing Role of Data in a Post-COVID World

Enjoying This Commentary? There's More to Love

Charlene Weisler

Stay in the know with more from MediaVillage

TAGS:

Cookies