@worldofschwartz Lori H. Schwartz Managing Partner Opening Remarks by Summit Host “The Future of Data-Driven Creativity” StoryTech
Aug 21, 2015
@worldofschwartz
Lori H. Schwartz Managing Partner
Opening Remarks by Summit Host
“The Future of Data-Driven Creativity”
StoryTech
How many times is facebook going to show me
the ad of the shoes I already bought?
Real contextual marketing would know when you had
bought the damn shoes and stop bugging you
Videos Beauty Brands Produce
Less than 1 minute
1-3 minutes
3-10 min.
10+ minutes
What People Actually Watch
Less than 1 minute
1-3 min
3-10 min
10+ minutes
LEVERAGE DATA FOR INSIGHTS
16MM Breakfast Bar
Consumers
16MM Purchases Diet Foods
17MM Special K
Cereal Consumers
“Join our Challenge” “A convenient
solution” “Try our new
products”
SMARTER ABOUT WHO WE TARGET
TRADING IN
SHORT TERM VS. LONG TERM
@shenan We're pushing so hard towards over targeting, there's a risk of missing something important - that aha moment
WE CAN’T FORGET TO BUILD DEMAND
UNIQUE WAYS TO THINK ABOUT DATA
-Data should be accessible, easy to discover, and easy to process for everyone
-The longer you take to find the data, the less valuable it becomes
-Whether a dataset is large or small, being able to visualize it makes it easier to explain