case study: "and now a word from the creatives: data driven storytelling in the age of...

Data-Driven StoryTelling : The Poetry of Big Data

Presented  by  Alan  Schulman,  VP  Global  Brand  Content    

§ @digschulman @sapientnitro

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The Poetry of Big Data

DATA = ? The Science that Measures the Art?

A DEFINITION:  

© 2013 SAPIENT CORPORATION | CONFIDENTIAL

DATA: Drives SAS platforms that automate Media Planning Drives SAS platforms that power trading desks & Programmatic Buying? Drives SAS platforms that deliver Audience Targeting Drives SAS platforms that enable Content Marketing Drives SAS solutions from DSPs to DMPs to virtually Every form of measurement, analytics & metrics.

Where are we now?  

Why? Why are we so seduced by the automation and scale of everything?

Where has it lest us?

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Is this Advertising? Or

Addressability at Scale.  

© 2013 SAPIENT CORPORATION | CONFIDENTIAL

What about Data Driven Creative - Addressability at Scale?

The Data that Informs the Creative? 1 to 1 The Data that Writes the Creative? 1 to 1 The Science that Produces the Creative? 1 to 1 The Science that Serves the Creative? 1 to 1 The Science that Measures every nanosecond spent with/near/on or around the creative? 1 to 1 This is gonna be great right?

© 2013 SAPIENT CORPORATION | CONFIDENTIAL

What does Data-Driven Creative Look like?

Paid Search Direct Response Lead Gen

Social

© 2013 SAPIENT CORPORATION | CONFIDENTIAL

What does Data-Driven Creative Look like? Headlines dynamically served?

But is this Advertising Moving Anybody?

Or is it just

Auto Addressability at Scale.  

Markets & Media depend on Scale.

Human Insights & Creative Ideas rely on Skill.

Has the Scale of Market & Media Automation distracted us from the business we are really in?

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CAN YOUR DATA DO THIS ?

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DATA CAN HELP US DELIVER SURPRISE & DELIGHT ALL AROUND A BIG BRAND IDEA.

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(3) TYPES OF MESSAGING:

-  Mass Reach

-  Targeted Segments -  One to One

Let’s look at some Data Driven Creative

designed for each type of audience we’re

trying to reach these days.

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Do you know what this is?

DATA DRIVEN TARGETED SEGMENT

MESSAGING:

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Or this?

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Or this?

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ANSWER: Data patterns from the shoes of

NIKE marathon runners.

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For the launch of the Nike Free Run+ 2 City Pack series, runners shoes were embedded with RFID chips that yielded data from each runner’s personal

route to create dynamic images.

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Leveraging Nike+ GPS, marathon run data was downloaded to custom sostware - importing the metrics and telemetry from each of the individual runs.

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The Data was then converted and printed into realtime custom branded images based on the speed, consistency and unique style of each person's run.  

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This high resolution print was then embossed around a box for each runner to take home their custom NIKE shoes in.

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The Innovation Lab at Nike was then able to laser etch the runner's name, the distance they ran and their run path onto a custom fabricated shoe box, which contained a pair of the 'City Pack' shoes from their race of origin.  

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Data Driven Packaging

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Real;me  Data  Driven  Design  

DATA DRIVEN ONE-TO-ONE INTELLIGENT

CREATIVE

Has our industry has swung too far to the Science of Advertising?

Are we so obsessed with Data and Sostware services that we’re putting the plumbing ahead of the poetry of our business?

There’s a world of possibilities around Data-driven creative... if we recognize it’s a great idea-enabler and ampliflier.

The means to a more powerful end, rather than the end itself.

Because we musn’t forget, The thing that ties us all together,

creatives or media types, buyers or sellars, is that all of us…

everyone in this room…

is still in the Idea Business.

01010101 THANK YOU.

@digschulman @sapientnitro

Data-Driven StoryTelling : The Poetry of Big Data