HOW BRANDS USE DATA TO CREATE SUCCESSFUL CAMPAIGNS

Talitha Boitel-Gill our consultant managing the role
Posting date: 6/5/2019 3:31 PM
Make no mistake: making minor adjustments to an ad or campaign that’s meant to appeal to the masses just won’t cut it. Customers crave creativity. They want to be understood. Which is why people respond best to brands that do their homework, doing their research into what appeals to different groups.

How should businesses appeal to their chosen segments, then, considering how diverse people are? Data, of course.

Why Data? For one thing, it drives results and creates improved outcomes. Data also helps to prove the value of marketing, providing a bargaining chip for future budget discussions. And, most rewarding of all, brands get valuable insights into their target market. Which, in turn, leads to more well-targeted, profitable campaigns. 

And if you think Data doesn’t belong in the world of creative campaigns, think again. As OpenJaw Technologies Chief Marketing Officer Colin Lewis argues: “Creativity is not just compatible with being Data-driven – Data can drive better creative.”

Psychological profiling


Strategic communications consultancy, Verbalisation, researches and analyses language to form valuable insights. Using its Rapid Audience Insights Diagnostic system, the company’s team of psychologists and researchers work out how an audience thinks. They also learn the actual words an audience uses, which they then use as the basis of a marketing strategy. 

Based on their unique research and insights, Verbalisation has created several successful campaigns for high-profile brands. These include the #NotAnotherBrother campaign for counter-terrorism organisation Quilliam, which looked at the motivations of jihadists. 

The campaign is now used by the UN and schools across the UK, as well as the US Department of Defense. It is the most viewed counter-extremism campaign of all time, with more than half a billion global media impressions. 

Location, location, location


Out-of-home (OOH) advertising. Yes, it goes way back, but it’s actually the only traditional advertising channel posting rapid growth. In fact, thanks to mobile-location Data, brands can target audiences quicker and with a greater chance of success than ever before. 

Great news for JCDecaux (JCD), a leading OOH company with ads reaching 410 million people in over 4,000 cities. JCD now works with location Data to define and segment audiences. Doing so helps it decide where to place media, improve campaigns and measure resulting store footfall and purchases. 

Knowledge, so they say, is power. Particularly when that involves knowing the whereabouts of the most coveted customers. Newly teamed up with identity resolution company, Neustar, JCD’s insights look stronger than ever. JCD can now understand which of its locations rank higher for any brand’s most desired audiences. All thanks to location Data and real-time behaviour analysis. 

Personalised employee training


Data doesn’t just boost the results of B2C brands; it can also be a vital shot in the arm for internal security training campaigns. Training provider, CybeReady, for instance, uses a Data science-driven approach to deliver cyber awareness training with a difference: its anti-phishing platform helps security teams quickly roll out and tailor campaigns to individual employees.

In big companies, getting employees up to speed is especially challenging. With many locations, languages and time zones to contend with, Information Security teams have their work cut out. 

CybeReady eliminates these challenges by delivering 12 personalised, 60-second simulations to each employee. In their first language, every year. What’s more, the training provider uses machine learning to analyse performance on a daily basis. This enables it to provide the most appropriate simulations to each individual. The result? IT teams save 160 hours each month and employee resilience increases five-fold.

There’s no limit to what Data can do. If you’re a fan, we may have a role for you. Take a look at our latest opportunities or get in touch with our expert consultants.  

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How movie studios use data

Lights, Camera, Data

Whilst Data continues to play a huge role in all aspects of life; developing businesses, schools, health care etc., one industry has already seen a massive impact from the Big Data revolution. The film industry, and its television counterpart, were among the first see to the potential of how Data can transform the way they work.  Beyond profit, access to new types of Data is allowing companies to consider what audiences will be most interested in at specific times, utilising current viewing habits, what topics are the most popular on social media, and even the news so they can create something that tailors to everyone’s different interests. The Streaming Revolution Netflix’s popularity is down to more than the variety of movies and series it has to offer. Its pioneering use of recommendation systems, originating when it was purely a DVD rental service, means that it always knows what its subscribers want to watch, when they want to watch it, and on what device. Their ability to tailor bespoke recommendations, down to which poster people see, has created an entirely different approach to how viewers chose and engagement with entertainment.  Netflix’s Data collection means that it knows its audiences very well, something they can utilise as part of their marketing. By contrast, even a behemoth like Disney can struggle to compete. Following the success of 2015’s Star Wars: The Force Awakens, Disney Chairman, Bob Iger admitted ‘we don’t have any idea who went to see Star Wars in the cinemas’. Whist this may have not been too much of a problem at the time, given the film’s $2 Billion box office, the diminishing returns of the films that have followed suggests that better insight as to why the film was a success may have been beneficial. It’s no wonder, therefore, that Disney are launching their own streaming service later this year.  Beyond Box Office In the majority of businesses these days, Data is used to decipher consumer buying habits, web traffic and social media interactions, as well as to monitor supply chains, costs and sales. This is no different for the movie industry, particularly when examining what makes a move work. By using Data Science, producers can determine which actors, directors, release dates and even running times are likely to make a movie profitable. For example, history may dictate that the summer is likely to be the most profitable time of year. Whilst this may be true for June, where average profit is $100m, ten times that of January, November and December are the second and third most profitable months.   Beyond assessing profitability, however, Hollywood is using technology to try and re-establish a relationship between creators and audiences. Newly emerging tools are empowering studios to convert massive quantities of movie-goer reactions into meaningful actionable insights. With Big Data analytics, movie executives have gained an insight into audience’s perspectives and this is dramatically altering the way in which movies are made, marketed and distributed. Companies like IBM are looking at new ways of tracking sentiment analysis that will have a massive impact on the creative process. However, whether or not the industry’s leading writers and directors will want to work within these parameters is yet to be seen.  #DataDrivenAds Data’s impact on the movie industry goes beyond the insights it offers on audience perceptions. When it comes to marketing a movie, the Data & Analytics space offers a number of opportunities. Studios are beginning to realise that, in order to drive the small-screen generation to the big screen, they need to come to their territory. To promote ‘The Dark Tower’ in Singapore, Sony ran a series of targeted mobile adverts that allowed users to choose a character to engage with. A follow up campaign then targeted users who had engaged with relevant messaging and details of showtimes at their nearest cinemas, using the mobility of their devices to their advantage. Furthermore, for the release of ‘Ready Player One’, Facebook offered an augmented reality experience for those who engaged with the film’s poster in public.  However, sometimes, the most effective marketing technique remains word-of-mouth. Netflix’s ‘Bird Box’ received little critical praise and minimal attention initially upon release. However, once users started posting memes about the movie onto their social media feeds, viewing figures picked up exponentially. This allowed Netflix to reassess their marketing efforts and respond to public sentiment, creating a strategy that fed off the zeitgeist and was significantly more effective.  Data has transformed the movie industry. If you’d like to work with Data & Analytics to transform another, we may have a role for you. Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more. 

Top Considerations For Campaign Analysts

Top Considerations For Campaign Analysts

The phrase Campaign Analyst means many things to many people. A quick Google search alone turns up a variety of titles and job descriptions, united by one common thread; creating merit through customer value, metrics, and consumer insight.  As a rule, Campaign Analysts have become more and more important in every forward-thinking business over the past few years, particularly in B2B marketing departments. But what are the big trends we should expect to see over the next year or so? Recapping the role    Campaign Analysts are the go-to resource for everyone from staff to stakeholders, acting as advisor in regard to digital campaigns segmentation and analytical needs, and utilising their comprehensive knowledge and understanding of customer Data. They are often the bridge across departmental teams and help provide a big picture scope, while also diving into the details of customer and marketing insights to achieve actionable results. As an overview, they:     Develop guidelines and build Database procedures to evaluate individual, multi-and omnichannel testing methodologies. Mine Data and reach out to customer segments for query Data.Identify areas of improvement for campaign organisation.Provide critical support to campaigns, from conception to implementation, with the ability to translate marketing plans into production-ready endeavours. Is it time for a Data Health Check?  Though Data & Analytics have played a big role in retail over the last few years, Marketing departments have often lagged a bit behind. However, they’re beginning to catch up. In 2018, a Dun & Bradstreet survey showed over 60 percent of B2B companies thought Data quality was extremely important. In 2019, the same rings true.  But, as things develop even further, here are a few things to consider in your Marketing Data ecosystems:  Updating your company’s customer Data health – Eliminate duplicate records, make sure customer information is accurate and up-to-date, and make sure your segmentations still make sense. Have decision makers for targeted campaigns changed or moved on? Are email addresses and phone numbers still valid? Keeping your customer Data up-to-date ensures you’re not analysing invalid Data.  Creating a more focused Data-Driven approach with Marketing ROI – Assess and evaluate spending and revenue with a lens on Marketing channel variety. What’s working? What isn’t? Where can you cut costs while increasing market-generated revenue?Micro-segmenting your targeting efforts – Go deeper in your targeted Marketing efforts. Narrow your Data parameters. The more layers you add, the more targeted you can focus your messaging, and the more likely you are to reach the best audience for your business.Utilising video Marketing – Much like boosting your resume with video, the same can be said for targeted Marketing campaigns. As a Campaign Analyst, you’ll need to work with departments across the business to create a unified Content Marketing Strategy and video remains a crucial format according to a LinkedIn study. And on that note… Pressing play on video The bland days of corporate speak, restrictive tone, and limited colour in video Marketing are a thing of the past. Video is now a crucial Marketing and engagement tool, providing the opportunity to engage with customers in almost real-time.   With this, customers feel heard and can help transform a product as well as gain trust in the business itself. From GDPR to fake news to Data breaches, it’s highly important for businesses to provide transparency in their interactions and video helps them do that.  By being transparent and acknowledging mistakes, business can both gain consumer trust and improve upon their mistakes.. In addition, customer’s no longer feel like voices in a canyon; they are part of the business and therefore more invested in the company’s success.  Additionally, this can expand your reach, allowing you discover what a broader range of customers think. If we want a recommendation for a good restaurant, a doctor, or some other place or service, we turn first to our friends. And in the era of social media, our friends are everywhere. What better way to reach out to your target audience than by video with authentic customer reviews and testimonials?  A well-developed strategy leads to happy customers and their goodwill is, ultimately, free Marketing.  If you’re looking for your next Campaign Analyst opportunity, we may have a role for you. Check out our latest roles or get in touch with one of our specialist consultants. 

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