Data as a living source of inspiration and innovation

We got some great news coming from the upcoming AdTech data summit at The Hilton. A joint Publicis team consisting of Aaron Michie (Zenith Optimedia), Phil Zohrab (Peformics) and myself (Mojo) have submitted a paper which looks like it will be part of the event on July 18. Given there were a solid 100 submission, we are quite chuffed.
In short we want to present ways of making data an inspirational part of the creative process as well as be the well-known source for real-time optimisation. After all, AdTech’s mantra for the day is to “help marketers combine the art of creativity with the science of numbers to help drive insight and business results.”

More details soon.

And here is a summary of what we submitted:

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Data-driven culture as a living source of efficiency, inspiration and innovation

There’s a wealth of data available to create more effective and interesting ways to engage consumers, but most agencies don’t have the data-driven culture baked in, tending to see data as something foreign or a one-off optimisation point, rather than a driver of ideas or a real time pillar of a campaign.

Media agencies carry this data-gene but often struggle using it creatively, or when working with creative agencies (and clients) on ideas that come from data, or require constant data inputs to work. This means all too often the ambitious goals get left behind and creative and performance media go their separate ways.

This session will explore the ways we can foster a better data culture between agencies and look at
data as a living input, a real time efficiency tool and a forward facing source of creativity; rather than just a retrospective, separated set of numbers that tell us if things worked. We’ll examine some great pieces of data driven work and suggest some ways we can all make data an exciting part of how we plan, create, deliver and optimise our work.

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