Big Data’s Great, But Don’t Let It Make You Lazy!
In this guest column piece, LIDA’s creative director, Rich Donovan (pictured below), admits he’s a fan of data but he’s not getting carried away by it like everybody else…
You know that feeling you get when a mate meets someone new and thinks they’re the most amazing thing in the universe? All they ever talk about is their new love and how everything they do is brilliant.
You know that feeling? Well, I feel a little bit like that when I hear people talking about big data and martech.
Now, I know what you’re thinking: “he’s a creative, he’s just jealous of data” and you’d be right – at least in part. I have sat in the odd client meeting feeling like Woody when Buzz Lightyear first shows up, but that’s not quite it.
The thing is, and I’m in confessional mood so I’m going to go with it, I think data and technology are amazing. Who doesn’t? Like everyone else on the planet my world has been changed by it, I can access the sum of human knowledge with just a few touches of my finger. Even now, as I tap away on my keyboard I’m happily listening to a playlist algorithmically shaped to my individual taste (soul, funk and rare groove in case you were wondering).
At work I’m mesmerized watching our analysts play with data; teasing out truths about how we really are, or what we really do, or don’t do. I love it when a new truth is discovered, and an assumption we’d all happily carried around for years is swept away. It’s so, well, creative.
No, my queasy feeling isn’t jealousy, it’s fear. The fear that we’re expecting too much – like that love-sick-friend we’re heading for disaster, because nothing, not even big data, is big enough to solve all our problems on its own.
My fear is that having invested millions of dollars on these extraordinary systems, we’re going to be incredibly disappointed when we don’t achieve marketing nivarna simply by switching them on. I’m worried that too much has been promised too soon, and that when we hit the first wave of patchy results people will stop returning data and tech’s calls and an amazing opportunity will be missed.
So if you, or perhaps a friend of yours, is becoming a bit love-sick and getting just a little bit carried away, here are a few cold-shower truths that will help make your relationship with data long and fruitful, rather than intense, but ultimately disappointing.
- Data can’t do it all alone
Better targeting and iteration will improve the performance of your digital marketing, but simply knowing the right time and place isn’t enough. If you think all your eDMs and banners have to do is turn up at the right place, you’re making a big mistake. How they look, the way they speak, the way they engage is still critical. In other words, you may know where the singles bar is, but it doesn’t mean you can turn up in an old bathrobe and your underwear and still score. Trust me on that one.
- You’re not the only one
Chances are, every one of your competitors is no more than 12 months ahead or behind your company’s data and MarTech implementation. As customers, we’ve all given our email address to more than one supermarket, car maker or bank, so your company’s engagement program, or customer journey won’t be the only one I’m on – what will make yours prove more effective?
In this competitive world, every company needs to keep evolving. Big data may help you catch up, maintain an advantage, or get ahead, but for how long? Already, companies are looking ahead. According to Gartner, 50% of Australian consumer product investments will be redirected to innovations related to CX in 2017. You can bet your bottom dollar there’ll be something else after that. Data may be this year’s must have, but it isn’t the end of the game.
- Iterate. Iterate. Iterate. Detonate.
MarTech can be a wonderfully efficient way of optimising a program, but the world and your market keep changing too. From time to time you need to start again, look at new data, form a new strategy and create something new. Iterations will only show you how to climb the same mountain quicker, you’ll never climb a new mountain.
- Remember the customer
In the midst of all this data it can be hard to remember that those numbers are people. Data can improve the odds, but its only part of the story. Even when your targeting is perfect, you’re still fighting for peoples’ attention, people with families, jobs, spare rooms to paint, dinners to cook, cat videos to watch.
The technology revolution that has given brands big data has given your customers a personal entertainment system in the palm of their hand. In other words, this isn’t the time for brands to get lazy!
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.