Data Science. Friend or foe? There is a lot of hype around the relationship between data and creativity. While some marketers still believe data restricts creativity, the majority are recognizing the symbiosis.
Key Takeaways
- Bring data in at the beginning of a campaign – Winston Binch
- Data science informs creative strategies – Winston Binch
- Creative is art, but data science can make art resonate better with consumers – Alessandro Antiga
- Data can be a tool to inform big ideas in creative thinking – Jacob Sisk
- Data allows for performance measurement and value of spend – Mike Merna
- It is the marketer’s role to bring everyone to the table around data-driven marketing – Several speakers
- Biometrics provide more nuanced stories than survey data alone – Naomi Grewal
- It’s mandatory to communicate both rational and emotional messages. Every decision needs to be detonated by an emotion – Michael Sankey
Event Content
Opening Remarks
Mike Clarke – Head of Brand Measurement & Analytics, Google
Manuel Garcia-Garcia, Ph.D. – SVP, Research & Innovation, The ARF
How Data Unlocked the Insights behind Taco Bell’s “Bigger Than” Super Bowl Effort
To build anticipation around Taco Bell’s biggest product launch to date, the brand took an unexpected route for Super Bowl 50. Learn how social data inspired one of the biggest marketing ideas of 2016.
Winston Binch – Chief Digital Officer, Deutsch North America
Slide presentation is not available.
(video will play at the beginning of this presentation)
#InspiredByData
Data + Media + Creative is the new formula for personal and memorable marketing. But connecting the dots between data and creative can be a challenge. Learn tips on how data can be a unique source of creative excellence.
Alessandro Antiga – Marketing Head, DoubleClick Buy-Side Solutions, Google
› Access presentation slides
(video will play at the beginning of this presentation)
Can Data Limit Creativity?
Jeff Barnes – Director, Data Science & Analytics, Huge
Mike Merna – Head of Brand Strategy, CPG at Oracle Data Cloud
Jacob Sisk – VP Payments Data Science, Capital One
Moderated by Beth Walls – Partner, Hall & Partners
Slide presentation is not available.
(video will play at the beginning of this presentation)
Leveraging Biometrics to Unlock Better Insights
Biometric measures can be used to generate unique, actionable insights about the digital ad experience.
Naomi Grewal – Manager, North American Consumer Insights, Facebook
Stephen Gray – Consumer Insights Analyst, Facebook
› Access presentation slides
(video will play at the beginning of this presentation)
The Impact of Creative Alignment on Micro-Audiences
An effective method of testing and choosing the best creatives for the best target audiences based on a combination of online and offline consumer behavior data.
Gilad Barash – Senior Data Scientist, Dstillery
› Access presentation slides
(video will play at the beginning of this presentation)
Closing the Feedback Loop between Modeling and Digital Marketing
Structuring conversations between data scientists and marketers about strategic decisions, creative optimization and iterative learning.
Scott Porter – SVP Methods, Kantar Added Value
Jacob Sisk – VP Payments Data Science, Capital One
Slide presentation is not available.
(video will play at the beginning of this presentation)
Big Data Wins an Ogilvy
Warner Bros and Marketing Evolution share how big data decisions drove lifecycle marketing and why they won an ARF David Ogilvy Award for it.
Christine Grammier – Chief Operating Officer, Marketing Evolution
Erin Rubin – Director Film Research, Warner Bros. Entertainment Group
› Access presentation slides
(video will play at the beginning of this presentation)
Lunch Workshop: The Science of Creative Inspiration
In this hands-on workshop session, Forethought and JetBlue share how they use science to understand and model what drives and motivates choice and how they use that data to shape briefs and collaborate with creative partners to unleash focused and impactful communications campaigns. Take away plenty of ideas to help your advertising take-off.
Dr. Michael Sankey – Principal Consultant, Forethought
Elizabeth Windram – Director of Brand & Advertising
› Access presentation slides
(video will play at the beginning of this presentation)
DIAMOND SPONSORS:
SAPPPHIRE SPONSORS:
HOST SPONSOR:
Agenda
9:00–9:30am
Arrival & Registration
9:30–9:40am
Opening Remarks
Mike Clarke – Head of Brand Measurement & Analytics, Google
Manuel Garcia-Garcia, Ph.D. – SVP, Research & Innovation, The ARF
State of the Data & Creativity Union
9:40–10:00am
How Data Unlocked the Insights behind Taco Bell’s “Bigger Than” Super Bowl Effort
To build anticipation around Taco Bell’s biggest product launch to date, the brand took an unexpected route for Super Bowl 50. Learn how social data inspired one of the biggest marketing ideas of 2016.
Winston Binch – Chief Digital Officer, Deutsch North America
10:00–10:20am
#InspiredByData
Data + Media + Creative is the new formula for personal and memorable marketing. But connecting the dots between data and creative can be a challenge. Learn tips on how data can be a unique source of creative excellence.
Alessandro Antiga – Marketing Head, DoubleClick Buy-Side Solutions, Google
10:20–10:50am
Can Data Limit Creativity?
Panel
10:50–11:10am
Coffee Break
Leveraging Big Data for Creative Success
11:10–11:30am
Leveraging Biometrics to Unlock Better Insights
Biometric measures can be used to generate unique, actionable insights about the digital ad experience.
Naomi Grewal – Manager, North American Consumer Insights, Facebook
Stephen Gray – Consumer Insights Analyst, Facebook
11:30–11:50am
The Impact of Creative Alignment on Micro-Audiences
An effective method of testing and choosing the best creatives for the best target audiences based on a combination of online and offline consumer behavior data.
Gilad Barash – Senior Data Scientist, Dstillery
11:50am–12:10pm
From Modeling to Digital Marketing: Closing the Feedback Loop
A framework that brings data scientists and marketers together that enables conversations, decisions and ROI.
Scott Porter – SVP Methods, Kantar Added Value
Jacob Sisk – VP Payments Data Science, Capital One
12:10–12:30pm
Big Data Wins an Ogilvy
Warner Bros and Marketing Evolution share how big data decisions drove lifecycle marketing and why they won an ARF David Ogilvy Award for it.
Warner Bros
Marketing Evolution
Landing Insights Into Action
12:30–2:00pm
Lunch Workshop: The Science of Creative Inspiration
In this hands-on workshop session, Forethought and JetBlue share how they use science to understand and model what drives and motivates choice and how they use that data to shape briefs and collaborate with creative partners to unleash focused and impactful communications campaigns. Take away plenty of ideas to help your advertising take-off.
Dr. Michael Sankey – Principal Consultant, Forethought
Phillip Ma – Manager of Brand Advertising & Content, JetBlue
2:00–2:10pm
Closing Remarks
Manuel Garcia-Garcia, PhD – SVP, Research & Innovation, The ARF
DIAMOND SPONSOR
SAPPHIRE SPONSOR
HOST SPONSOR
