It is utopian to imagine a world without feedback. But a world with little to no subjective feedback is a possibility – distant, but a possibility. As brands and advertisers normalise data-informed decisions in operational and executional output, the possibility of data being the eventual sieve in decisive creative decision-making is likelier than ever.
Different facets of advertising can now be positively affected by educated actions and feedback.
Guesses, whims and instinct take the back seat
Does the use of data in creative work mean the end of using our human faculties? No. Never. They become ancillaries to the development and approval process. Data can defy common sense sometimes, but so do our instincts. As Ogilyy & Mather Vice-Chairman Rory Sutherland famously said, “Evolved human instinct may be much better at statistics than modern economists.” But doesn’t that contradict the elevation of data as the beacon for decision-making?
Data informs; it doesn’t think for you. When the Dubai Chamber of Digital Economy wanted to attract potential Emirati coders to sign up for App Olympics, we used data to inform us. It led us to the yellow brick road of live game streams – where potential target audiences thrived and were actively communicating. Our instincts guided us to use storytelling as the hook and we achieved double our target of sign-ups.
Guesses and whims are bigger demons to exorcise. Creative egos and work that looks-good-does-nothing is the result of unmeasured impact before investing time and effort. Creative effort is wasted on underperforming assets. Pepsi’s 2017 Kendall Jenner ad wouldn’t be so tone-deaf. You can dodge data before a campaign,
but not after it. So, have it on your side from the beginning.
Create for the consumer, not the marketer
Personalisation today is much easier than it used to be. It is only achievable by understanding behaviour, predicting trends, measuring impact and mapping your budget with your desired impact. And who do we have to do all that? Data. 78 per cent of customers state that personalised content makes them more likely to repurchase a product. So, why not write a rap song for Salma from Saudi Arabia, because that’s what the data points at? So what if she is a 30-year old stay-at-home-mum. That’s what Treva by GoodyCo did to good effect. Creativity then decided the ebbs and flows in lyrics and tone.
The deliberation after a campaign like this will be centred more around the efficacy of the creative assets and less about the mode of communication – once again, supported by data to justify what precisely led to the performance of the asset.
Data is the breeding ground for insight
Letting data take the wheel in decision-making changes the nature of relationships in the world of creativity, both within and outside businesses. Too often, advertising choices have been shaped by the personal preferences of those in charge. The CEO prefers blue? The ad will be blue. The creative director dislikes a particular slogan? It is discarded.
Putting creative output to the test through a logical filter – data – eliminates human bias. Businesses that operate with data as a backing build more credibility with their agency and brand partners.
Data is the breeding ground for insight, and from great insight comes creative ideas. A/B testing – where multiple versions of an ad run simultaneously to see which performs better – has eliminated the need for debate. Marketers no longer argue over which tagline ‘feels’ stronger or which image is ‘more compelling’. The
audience decides.
One version might generate 20 per cent more clicks than the other. That is not a matter of opinion – it is a statistical fact. Advertisers no longer need to rely on the persuasive powers of their most confident team members. The best-performing ad wins, period.
Data finds its purpose in the creative process
Data finds its purpose in the creative process before, during and after the work is done. It’s not a good-to-have any more.
With impact, finances and relationships on the line, it is essential for all marketers to acknowledge data as the compass for creative judgement. Albeit without discounting the human instinct and everything it brings to the table. Advertising has always been about persuasion, but today persuasion is no longer built on gut feeling alone. Data ensures that creative efforts are purposeful, measurable and effective. The era of creating for the sake of creativity is over. The best ideas are those that are tested, refined and proven to work.
In the battle between intuition and information, the winner is clear: data-driven creativity wins every time.
By Gareth Mankoo, Creative Director, LPS Brands.
