The New World of Emotional Data: From Analysis to Storytelling
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Emotional Data Nick Moore Chief Creative Officer, Wunderman Slavi Samardzija Chief Analytics Officer, KBM Group
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In a world of abundant data and always-on consumers, the importance of data is evolving from being about targeting and modeling to being "in the moment" with the consumer. Today data value is not only about consumer purchase decision paths but also about their emotional states ... about allowing the marketer to be present with the consumer within their experience, shifting the emphasis from statistical analysis to storytelling. As real-time adaptive marketing becomes the norm, marketing success and effective marketing spending will increasingly rely on re-imagining the data in order to move the consumer effectively to action by meeting them within their mindset. We've learned that messages about fitness and health don't always spur action in those looking to lose weight and that marketing messages about the joys of house ownership don't always activate mortgage deals. Traditional marketing relies on a definition of "brand" that is static; but in an always-on dynamic world, marketing messages and content need to be fluid, interactive and inspired. Learn how emotional data fuels a different kind of marketing idea and why we need to progress from data dashboards and modeling to emotional relevance and meaning.
Transcript of The New World of Emotional Data: From Analysis to Storytelling
Emotional Data
Nick MooreChief Creative Officer, Wunderman
Slavi SamardzijaChief Analytics Officer, KBM Group
Today BFF (or not?)
3
Changing consumer habits
72HoursVideo uploaded to per minute
24PetabytesData processed by per day
200
ThousandText messages sentper second
400
MillionTweets per day
700BillionMinutes spent on per month
72. ProductsOrdered on per second
9
… resulting in
Data Deluge (aka Big Data)
Data on Data
Source: Google ScholarArticles in Subject: Business
1970 1975 1980 1985 1990 1995 2000 2005 2010
The Seduction of Data
“Research is the enemy of creativity… Advertising is an art, not a science.”George Lois
“If I had asked people what they wanted, they would have said faster horses.”Henry Ford
“It's not the consumers' job to know what they want.”Steve Jobs
“Intuition becomes increasingly valuable in the new information society precisely because there is so much data.”John Naisbitt
Point of Divergent Creative
Designers
talking to
designers
Data talking
data
Who the heck are Arcade Fire?
in a design studio
Most people
don’t live
Creativity = Change the World
If you want to change the world, talk to the people who
don’t agree with you
Insight Idea
Creativity + Relevance = Change the World
6:1ROAS… targets were on average 4-5x more likely to buy.Global Frozen-Food Brand
ROI compared to the previous similar campaigns was better by up toLeading Technology Company
2000%
higher conversion rate than campaign average byLeading Technology Company 274 %
50 %Increased the ROI of their audience buying by approximately
Leading Car Manufacturer
37 %… recognized ROI lift of
Leading Mobile Phone Provider
Emotional Data
Use data to inspire creativity.
EXAMPLES
This is emotional data
From emotional data comes emotional insight
A new type of creative thinking
Attitude does not lead to behavior.
Behavior leads to attitude
