komfo summit all-star webinar - data, creativity & insights with gus murray
Post on 08-Feb-2017
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Data, Creativity &
Insights
Data & Creativity 1. FEBRUARY 2017
KOMFO WEBINAR
REVOLT STUFF @GUS_MURRAY #ManagingDirector #DigitalStrategist #UltramarathonRunner #Australian #NewDad
We’re students of consumer engagement and
experimentation.
WE FOCUS ON THE UNSEEN, OVERLOOKED AND UNDERPRICED.
We trade in Attention
Friend or Frenemy
DATA & CREATIVITY
It was the best of times, it was the worst of times.
CHARLES DICKENS, TALE OF TWO CITIES
Oplevelser Promised this.
Oplevelser Got this
"Advertising is becoming a tax only poor people
pay." Scott Galloway, 2015
Spotify Premium iPad / iPhone / iPod Ad-free Content
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.
"not advertised in the traditional way."
ON ONE EXTREME, CERTAIN TYPES OF ADS, COMPLETELY SACRIFICE USER EXPERIENCE IN FAVOR OF AD REVENUE AND PROVIDE THE USER ZERO ADDITIONAL VALUE IN EXCHANGE FOR THEIR TIME.
USER EXPEREIENCE
Oplevelser
LOUD, EXTREMELY UNPLEASANT, AND SEEMINGLY IMPOSSIBLE TO MAKE GO AWAY.
Change our Approach
"maximize our creative impact."
TINA ALLAN, HEAD OF DATA SOLUTIONS, BBDO
QUOTE SLIDE
ISelection
Oplevelser “WITH THE
PURCHASE OF A SERIES, WE LOOK AT
WHAT DOES WELL ON PIRACY SITES,”
- VICE PRESIDENT OF CONTENT ACQUISITION, KELLY MERRYMAN
2Content
3Context
https://youtu.be/AGL3Pz_98xQ
4Personal
5Instore
Now what…?
Oplevelser USE TECHNOLOGY
AND DATA LIKE REMBRANT USED
PAINTS & BRUSHES.
Shouldn’t be ‘either’ / ‘or’, but rather ‘and’.
Data should be seen as a means to create boundaries in which to play.
Data vs. Information
Data Visualization
Focus Creative Brief
Creating Variations
MAXIMISE THE CREATIVE IMPACT
FACILITATING CREATIVITY
Data Information
Effective data visualizations
give you insight.
How might we…?!…reduce the
number of calls to our call center?
A B
In our work, the hero is creativity, but we insist on it
being informed, validated and scaled using data.
IJE NWOKORIE, CEO WOLFF OILINS
Thank you.
Revolt.dk
Q&A
Social Challenge Week 2017!
Thanks
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