data, creativity & insight - killing the misconception that data is the enemy of creativity by...
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Data & Creativity22. SEPTEMBER 2016
KOMFO SUMMIT
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REVOLT STUFF@GUS_MURRAY
#ManagingDirector#DigitalStrategist#UltramarathonRunner#Australian#NewDad
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We’re students of consumer engagement and
experimentation.
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We trade in Attention
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Friend or Frenemy
DATA & CREATIVITY
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It was the best of times, it was the worst of times.
CHARLES DICKENS, TALE OF TWO
CITIES
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OplevelserPromised this.
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OplevelserGot this
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"Advertising is becoming a tax only poor people
pay."Scott Galloway, 2015
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Spotify Premium iPad / iPhone / iPod Ad-free Content
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Ninety per cent of the top 100 US consumer package goods brands –the guys who rely on brand advertising – lost market share, while 68% declined in sales.
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"not advertised in the traditional way."
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ON ONE EXTREME, CERTAIN TYPES OF ADS, COMPLETELYSACRIFICE USER EXPERIENCE IN FAVOR OF AD REVENUE AND PROVIDE THE USER ZERO ADDITIONAL VALUE IN EXCHANGE FOR THEIR TIME.
USER EXPEREIENCE
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Oplevelser
LOUD, EXTREMELY UNPLEASANT, AND SEEMINGLY IMPOSSIBLE TO MAKE GO AWAY.
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Change our Approach
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"maximize our creative impact."
TINA ALLAN, HEAD OF DATA SOLUTIONS,
BBDO
QUOTE SLIDE
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ISelection
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Oplevelser“WITH THE
PURCHASE OF A SERIES, WE LOOK AT
WHAT DOES WELL ON PIRACY SITES,”
- VICE PRESIDENT OF CONTENT ACQUISITION, KELLY MERRYMAN
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2Content
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3Context
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https://youtu.be/AGL3Pz_98xQ
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4Personal
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5Instore
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Now what…?
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OplevelserUSE TECHNOLOGY
AND DATA LIKE REMBRANT USED
PAINTS & BRUSHES.
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Shouldn’t be ‘either’ / ‘or’, but rather ‘and’.
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Data should be seen as a means to create boundaries in which to play.
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Data vs. Information
Data Visualization
Focus Creative Brief
Creating Variations
MAXIMISE THE CREATIVE IMPACT
FACILITATING CREATIVITY
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Data Information
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Effective data visualizations
give you insight.
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How might we…?…reduce the
number of calls to our call center?
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A B
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In our work, the hero is creativity, but we insist on it being informed,
validated and scaled using data.IJE NWOKORIE,
CEO WOLFF OILINS
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Thank you.
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Revolt.dk