Data and Creativity: The Perfect Marriage

Data and Creativity THE PERFECT MARRIAGE

DATA /ˈdadə,ˈdādə/ noun

facts and statistics collected together for reference or analysis. synonyms: facts, figures, statistics, details, particulars, specifics; information, intelligence, material, input; informal info

BIG DATA

BIG DATA

DATA

Data has always been around

what if ? ..

h"p://www.sta+sta.com/sta+s+cs/272014/global-­‐social-­‐networks-­‐ranked-­‐by-­‐number-­‐of-­‐users/  

1.5 BILLION FACEBOOK USERS

•  THINGS YOU DO AND INFO YOU PROVIDE.

•  THINGS OTHERS DO AND INFO THEY PROVIDE.

•  YOUR NETWORK AND CONNECTIONS.

•  INFO ABOUT PAYMENTS.

•  INFO FROM WEBSITES AND APPS THAT USE THEIR SERVICES.

•  INFO FROM THIRD-PARTY PARTNERS.

•  FACEBOOK COMPANIES.

WHAT KIND OF DATA DO THEY COLLECT?

h"ps://www.facebook.com/policy.php  

EVERYTHING

•  LOCATION

•  AGE

•  GENDER

•  CONNECTIONS

•  LANGUAGES

•  DETAIL TARGETING

FACEBOOK AD TARGETING

THINGS YOU DO THINGS THAT MAKE YOU “YOU” •  THINGS YOU SEARCH FOR •  WEBSITES YOU VISIT •  VIDEOS YOU WATCH •  ADS YOU CLICK ON OR TAP •  YOUR LOCATION •  DEVICE INFORMATION •  IP ADDRESS AND COOKIE DATA

•  NAME •  EMAIL ADDRESS AND PASSWORD •  BIRTHDAY •  GENDER •  PHONE NUMBER •  COUNTRY

THINGS YOU CREATE •  EMAILS YOU SEND AND RECEIVE ON GMAIL •  CONTACTS YOU ADD ON CALENDAR EVENTS •  PHOTOS AND VIDEOS YOU UPLOAD •  DOCS, SHEETS, AND SLIDES ON DRIVE

h"ps://privacy.google.com/data-­‐we-­‐collect.html  

THIS IS JUST ONE WAY TO USE DATA……

DATA+DATA = KNOW YOUR TARGET

KNOW YOUR TARGET = PERSONALIZATION What’s the

Formula?

P E O P L E D O N ’ T W A N T T O E X P E R I E N C E D A T A , T H E Y W A N T T O E X P E R I E N C E G R E A T

S T O R I E S - P E L L E S J O E N E L L  

W O R L D W I D E C C O O F B B H

Data Is Inspiration

AN IDEA IS STARTING SOMETHING.

DATA IS A CONSEQUENCE OF SOMETHING.

what came first?

DATA CAN BE USED AS INFORMATION OR INSIGHTS FOR NEW IDEAS.

BUT IT CAN ALSO BE USED TO BE CREATIVE

h"p://www.mar+nagency.com/news/insight-­‐strategy-­‐the-­‐unskippable-­‐pre-­‐roll  

94% OF PRE-ROll ADS GET SKIPPED After 5 seconds

41% of Brazil’s class c owns a SmartPhone… Compared to 5% SEEN in 2011

h"p://www.contagious.com/blogs/news-­‐and-­‐views/14534585-­‐cannes-­‐lions-­‐thursday-­‐s-­‐highlights  

No.2 Behind THE U.S. with the Most twitter users

53% of Smartphone owners in the U.S. Use Social Media while watching tv

h"p://www.nielsen.com/us/en/insights/news/2013/ac+on-­‐figures-­‐-­‐how-­‐second-­‐screens-­‐are-­‐transforming-­‐tv-­‐viewing.html  

DATA AS A SOURCE OF CREATIVITY

Can dATA Be uSED In HealthCare?

18 T0 24 98.3%

90.9% 2015

2016 7%

40 TO 54 75.6%

70.2% 2015

2016 5%

Incidence of internet usage - Age

Incidence of internet usage - Mobile

MOBILE

9% 68.7% 2015 2016

86%

94.7%

Incidence of internet usage - Videos

VIDEO

84% 69% EVERYDAY

Incidence of internet usage – Social MEdia

SOCIAL MEDIA

87.7%

W H O S A I D H E K N O W S . C O M pr.linkedin.com/in/rlebron