News by Numbers: Achieving Harmony Between Big Data and Creative

For those of you who have seen the TV show “Mad Men,” it beautifully captures the flavor of 1960s advertising tactics. During this marketing era, it was all about the creative side; how the ads made consumers feel, and reaching as many people as possible. Today, as marketers and advertisers, we heavily emphasize the use of data to target very specific consumers, leaving the creative side somewhat untouched.

The pendulum has swung so far to the data side—where’s the sweet spot that values both data and creative? Here are some numbers that have popped up in the news recently that speak to this emphasis on data, along with some thoughts on moving back a bit to the creative side.

2020. The year by which organizations are expected to deliver 20 percent of their revenue growth through the use of big data models. Oracle recently acquired Datalogix, the leading company for connecting offline consumer spending to digital marketing. This recent acquisition is indicative of the growing influence of big data on ad technology. How much is big data working for you? Don’t let it do all the leg work and replace your creativity completely; find ways to incorporate both data and creativity into your marketing campaigns to gain a competitive edge.

60,00. The number of orders of magnitude faster our brain decodes visual information versus text. More content than ever is being generated, but a lot of it is rehashed verbiage based on usage patterns and other types of data. Fortunately, there appears to be a growing emphasis on visuals, which puts a more creative spin on marketing. Visuals can be a great way to creatively connect with your audience, and big data can help determine which visuals will be most effective.

88. The percentage of digital marketing decision makers at Fortune 5000 companies that said they would spend more on digital branding campaigns if an emotional connection could be established through digital media. It is important to consider data points in addition to the emotional connections in reaching very specific target audiences. Challenge yourself to consider both data and the human connection when developing your marketing budgets.

2/3. The ratio of marketers that expect their data-related budgets to increase in 2015, according to a survey conducted at DMA 2014, an annual international conference for data-driven marketers. With at least half of the marketers polled seeing an ROI on their data-related investments, a striking number still struggle with analyzing collected data. Ensure that you can make use of the data you’re already collecting before allocating more money in the budget to data-driven marketing efforts.

50. The amount of money in billions of U.S. dollars the big data industry will be worth by 2017, according to a recent Oracle study. In 2009, the big data business was worth less than $100 million. With this dramatically increasing industry and it’s growing influence on digital advertising campaigns, it’s vital for marketers to keep up with data-driven digital marketing solution trends.

It’s clear that investments in big data are continuing to climb, and that big data is vital to keeping pace with competition. However, to move ahead of the competition, people require an emotional connection with brands. This connection can only be accomplished through creative. As part of your big data strategy, it’s time to crack the nut on how to analyze creative data to inform and optimize the creative process. This is the key to gaining a competitive advantage.

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