Wodka-Pepsi, anyone?

Wodka-Pepsi, anyone?
SHARE
THIS



Uwe Hook, group digital director at OMD Worldwide, is the keynote speaker at the Inside Series event on July 17, part of B&T’s MAD Week

Until recently, most of the decisions we were called on to make were based on hunches, insight and a little bit of data.

Occasionally, a field like direct marketing would develop into something quite data-driven (“You might not like the #1 mailer layout compared to #2 mailer but  #1 mailer resulted in double the calls. Let’s go for #1 mailer.”).

The internet came around and with it a deluge of data. Anything can be measured, anything can be tracked. A constant stream of data feeds and data points.

But we need better insights – not more data.

How can the right data be filtered when there is so much of it? Failure to extrapolate the right data will only make the job tougher for any brand looking to truly understand its customer’s mindset. Failure to understand customers equals failure to grow and remain afloat.

The thing is, though, it’s clear that many marketers just aren’t getting to grips with Big Data. It’s not data that’s the problem – it’s the lack of insight into how that data can be mined, analysed and acted upon. Data can tell an extremely powerful story – the trick is in knowing what to do with it once you have it.   

In the late 1840s, Dr Ignaz Semmelweis was an assistant in the maternity wards of a Vienna hospital. There, he observed that the mortality rate in a delivery room staffed by medical students was up to three times higher than in a second delivery room staffed by midwives. In fact, women were terrified of the room staffed by the medical students.

Semmelweis observed that the students were coming straight from their lessons in the autopsy room to the delivery room. He postulated that the students might be carrying the infection from their dissections to birthing mothers. He ordered doctors and medical students to wash their hands with a chlorinated solution before examining women in labour. The mortality rate in his maternity wards eventually dropped to less than 1%.

Despite the remarkable results, Semmelweis’s colleagues greeted his findings with hostility. He eventually resigned his position. Later, he had similar dramatic results with handwashing in another maternity clinic, but to no avail.

Ironically, Semmelweis died in 1865 of Streptococcus pyogenes, with his views still largely ridiculed. Even decades after his death, doctors had to be persuaded that washing their hands could save the lives of mothers giving birth. Semmelweis had the data, he had the proof, but that wasn’t enough to change minds and persuade doctors to take action.

Almost 150 years later, data mining and the proximity of the internet to most of what we do is dramatically changing the proximity of proof to decision. Almost anything you do now is a research opportunity, data and possible insights just a click away.

The big question

What are you going to do when your hunches don’t match the data that’s now pouring in?

The data shows, for example, that texting while driving is more dangerous than driving drunk. It doesn’t feel that way, of course, but will you respect the data and stop responding with your important “LOL” replies?

The data shows that the vast majority of wine drinkers can’t tell the difference between a $20 bottle and a $100 bottle. Will that keep you from buying the fancy wine? How much is the placebo effect worth? How much better does it feel to taste a glass of fancy wine compared to a glass from a $15 bottle of wine?

Any data shows that the most famous colleges underperform the cheaper, no-name colleges. Still, every parent wants their kid to be enrolled in the famous colleges, paying a massive premium.

Our lives are filled with thousands of examples of counter-intuitive data-driven findings. That’s where creativity comes in. We need to counter the avalanche of data with faith in creativity.

Data has the tendency to lead to small decisions. Google didn’t buy YouTube based on spreadsheets, it was a leap of faith. Big political movements are not based on data, they require a leap of faith. Successful advertising campaigns are based on data-driven insights combined with a creative leap of faith. Advertising is about creating an emotional connection.

This connection can’t be quantified or driven by instincts. It requires a leap of faith in trusting your instincts. The instincts of people that sifted through data and insights. The instincts of people who created a strategic framework. And then trust their guts to deliver breakthrough creative.

The Martini-slurping creative lords of an era gone by have been replaced with the Diet Pepsi-chugging data nerds. Both need to come together to deliver a product that delivers on the promise of an emotional connection.

Wokda-Pepsi, anyone?  

Please login with linkedin to comment

Latest News

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.