Warc Webinar: Does Big Data Inspire or Hinder Creative Thinking?
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Transcript of Warc Webinar: Does Big Data Inspire or Hinder Creative Thinking?
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“O Deep Thought computer, the task we have designed you to perform is this. We want you to tell us The Answer. To Life. The Universe. And everything.” Douglas Adams
@benessen
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D data will give us the answer
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D
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64%
of global CMOs have changed the way they make big decisions in the wake of the proliferation of data in their sector.
data = certainty
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64%
of global CMOs have changed the way they make big decisions in the wake of the proliferation of data in their sector.
data = certainty
believe advances in data analysis are undermining the credibility of intuition or experience. 49%
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98.6%
99.8%
% people not clicking banner ad
no data targeting
with data targeting
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returns on creativity aren’t incremental
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game-changing creative ideas come from looking at things differently
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game-changing creative ideas come from looking at things differently
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embrace the outlier ‘Creativity is helped by discovering what is different, not what is the same. Find the exceptions, rather than the patterns.’ Guy Murphy, Admap Prize Judge
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outlier audiences
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british airways = 70% of market
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outlier issues
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‘The so-called experts have lost touch with ordinary people.’ Lynton Crosby, Conservatives
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outlier value
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outlier truths
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key motivators driving purchase of a family car
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“No more first, or second or even zero moments of truth, but billions - one for each and every one of the people we serve, day in day out.” Marc Mathieu, Admap Prize Judge
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“Technology allows us to level up on empathy.” Marc Mathieu, Admap Prize Judge
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quantity objectivity
quality bias
the big data opportunity
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data ethnography!!
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“Digital data gives you a forensic view of how people are feeling” Mark Ronson
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data curators!
!
data scientists!!
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data curators!!
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juxtapose and colliide!!!
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“My goal is to provoke
people into thinking thoughts that they normally might not
have.”
James Lee Byars, artist
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From trend line reassure certainty
to outliers provoke discomfort
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“ Discomfort is the only sure sign that you are really
exploring the foggy future that lies ahead”
MAGNUS LINDKVIST, trend forecaster