In a traditional creative agency environment, everyone shy away from the data geeks. First of all, to them, data is not cool. They don’t hold cool Macs and not in the know of what clubs, hot places or even what’s in fashion. There’s always the differentiation between these two groups. But in recent years, this line is drawing closer and are making more sense to be integrated.

As a technology person originally, I’ve been exposed to data, its structure and always feel comfortable with it around. And through the years, the thought of using data to build stronger creative work makes total sense. Now, it’s easier said than done because how do one use statistics to bring a big idea to life ? The preliminary data that most agencies use are probably qualitative or quantitative research, sprinkle a dash of lifestyle study, consumer journey, buying habits and you can pretty much chart what these type of consumer like.

Moving a step further, we begin to look at previous business-customer transactions, how each type of advertisement and promotion impact on speed of conversion. Of course, this kind of data optimisation require client’s full confidence in your agency to divulge confidential and business critical information - but the results can be phenomenal purely because large consultancy can see the data to provide insights but true relationship agencies are able to see the data and bring communications to life.

End results would mean higher response rates, better conversion ratios, stretching your investment dollar further and finally making your business more successful.

Last Modified : January 2nd, 2008 Filed under : Digital Navigate : Previous post / Next post