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

Wednesday TV Wrap: Hard Quiz Beats Travel Guides For Entertainment Lead But Nine Wins The Night
  • Media

Wednesday TV Wrap: Hard Quiz Beats Travel Guides For Entertainment Lead But Nine Wins The Night

The Wednesday night competition between ABC’s Hard Quiz and Nine’s Travel Guides for top spot in the entertainment ratings hotted up once again. This week, it was Hard Quiz in the top spot with 662,000 viewers, while Travel Guides had 648,000 in an ep exploring the Kimberley. On top overall was once again Seven News with 1,065,000 viewers, followed […]

by B&T Magazine

B&T Magazine
Boris Johnson Tweets Criticism Of Anti-Lockdown Protestors Who Chased And Harrassed BBC Journalist
  • Media

Boris Johnson Tweets Criticism Of Anti-Lockdown Protestors Who Chased And Harrassed BBC Journalist

The UK Prime Minister has criticised anti-lockdown protestors who chased and verbally abused BBC Newsnight political editor Nick Watt. Watt was covering an anti-lockdown protest in central London when a group of maskless protestors began following and shouting at him. At one point, Watt began to run away while the protesters shouted ‘scum’, while one […]

by B&T Magazine

B&T Magazine
Seven Reveals Revenues Up 45% In Q4
  • Media

Seven Reveals Revenues Up 45% In Q4

Seven West Media has revealed trading conditions in the fourth quarter of FY21 have been positive, with a strong rebound in advertising revenue compared to last year. Seven’s advertising revenue including BVOD is estimated to grow more than 45 per cent in the quarter. Early indications suggest ongoing positive momentum into the September quarter. The […]

marie claire Asks Australia’s Leading Advertising Agencies To Talk About Consent
  • Advertising

marie claire Asks Australia’s Leading Advertising Agencies To Talk About Consent

With the discussion about consent raging and following the Federal Government’s recent campaign comparing sex to milkshakes, Are Media’s marie claire has turned to some of the country’s top advertising agencies to come up with an alternative communication solution. Leading creative agencies, DDB Melbourne, M&C Saatchi, Ogilvy, The Hallway and The Works, were briefed by […]

Envisioning The Future Of Targeted Advertising: Where Do We Go From Here?
  • Partner Content

Envisioning The Future Of Targeted Advertising: Where Do We Go From Here?

Jason Barnes [featured image] is the Chief Revenue Officer, APAC at PubMatic. In this piece, he looks at the future of targeted advertising and discusses how the digital advertising ecosystem can correct its course. There is perhaps no bigger disruptor to the digital ecosystem than the changes afoot around addressable advertising. Addressability is a key […]

Partner Content

by B&T Magazine

B&T Magazine
Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
  • Marketing

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll

Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]

Digital Marketing Agency Whitehat Debuts New Website
  • Marketing

Digital Marketing Agency Whitehat Debuts New Website

Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020,  Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]

Fintech Start Up DiviPay Bolster Team With Head Of Accounting
  • Marketing

Fintech Start Up DiviPay Bolster Team With Head Of Accounting

Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]

Adhesive Wins PR For Domain Group
  • Marketing

Adhesive Wins PR For Domain Group

Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
  • Media

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month

Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]