data meets creativity - webbdagarna 2015
TRANSCRIPT
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D A T A
M E E T S
C R E A T I V I T Y
Tobias ZehnderWebrepublic
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@tozehnder
Since the early days of mankind, people used their imagination and creativity to get other people’s attention.
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The Digital Universe
4.4 ZB
2013
IDC, 2014 iPad Air – 0.29 thick, 128 GB
0.7
sta
ck 44 ZB
2020
6.6
stac
k
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#lookup
British Airways connected a billboard with real-time flight information to raise awareness for their European flights.
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Data vs Creativity
Knowledge
@tozehnder
Optimization Creativity
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Nike created personalised videos for its 100’000 most active runners, based on their personal training data.
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To really combine data and creativity, you need to establish a
Culture of Collaboration
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Wea
ther
API
@tozehnderTriggering AdWords ads based on real-time weather data
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Con
nect
ion
Ads
@tozehnderOutsmarting cars: AdWords script that triggers ads if the train connection is faster.
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New
slet
ter A
ds
Social Rockstars2 Authentic Testimonials
3True Fans
1@tozehnder
Creating an integrated ad campaign that makes banners more relevant.
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New
slet
ter A
dsAmplify
4
@tozehnder
+300% CTR +350% Conversion Rate
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3D R
epor
ting 1Data
2
3D Model
@tozehnder
Creating the world’s first truly tangible AdWords reporting.
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33D
Rep
ortin
g
Printing
@tozehnder
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3D R
epor
ting
4Prototypes
@tozehnder
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3D R
epor
ting
5Shipping
@tozehnder
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@tozehnder
Creativity →
Relevancy →
← People
← Data
← Collaboration
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@tozehnder | Webrepublic
B I G D A T A
B I G I D E A S
demands