Another interesting offshoot from my conversation at 212 was David Verklin's notion that "data is the new creative." (An alternative version could be: All marketers are direct marketers now.) In explaining this notion, he referred to Battelle's "database of intentions," the idea that what we type into search engines ends up informing our likes, dislikes and needs. He even made idea into a very good book. Who is to argue? Google does quite well, thank you very much. But as Battelle himself would point out, search is only part of the media equation: it's demand fulfillment. Right or wrong, advertising is about demand creation. This is where I see the shortcoming of "data is the new creative." Verklin has a vision: it's a world where only pet owners get dog food ads. That is, after all, the mission of Canoe Ventures, the cable company JV he heads. Canoe wants to take lots of set-top box and subscriber data and make TV spots more targeted and (horrors) interactive and accountable. The vision is we'll leave this digital trail of data everywhere that will be scooped up, sliced and diced, then matched with thousands of pieces of messaging to fit our various whims and desires.
Here's the thing: I wonder whether all the targeting in the world is the answer. Look at the Web. You can have laser-like with your targeting of banner ads and they'll still be ignored in most instances. Verklin himself pointed out that nobody really knows anyone who clicks on banner ads. Untold millions have flowed into ad networks that all seem to offer variations of the same story: better targeting. I even met guys from one network at the event who claim they'll cull only the affluent -- whatever that means nowadays. I'm not sure if "data is the new creative." It'll surely be part of the equation -- and it's honorable to let us non-dog people off the hook for seeing Alpo spots -- but it sounds kinda fuddy-duddy to think we just need more info on people to interrupt them with our messages. Now that we're leaving a trail not just of our searches but our social ties, there are lots of companies out there thinking they can one-up the database of intentions with a database of relationships. I'm sure some of them will do quite well, yet I wonder if more data, more targeting and more segmenting is the answer.
isn't it the other way around? -- build great creative and data will come ...
most of the banners are real annoying, super-targeted or not ... what if they weren't?
Posted by: Ana Andjelic | January 21, 2009 at 21:14
Here's an analogy - if interruptive advertising messages are beggars, once randomly sat at street corners trying to get consumers' attention with a tin cup, targeting now means they are all waiting outside your house, shouting "Brian Brian spare a dime" as you head off for the train. I'm a great admirer of John Battelle, but the trail of data one leaves is not necessarily a guarantee of interest in more messages shoved down one's throat. Regarding the cull of the affluent, this sounds a bit Pol Pot as a philosophy. Beware the fate of the loyalty magazine, dying a slow death "because the same (affluent) people get all of them"
Posted by: Alastair Duncan | January 21, 2009 at 23:05
Hi Brian - I know it is poor form to spam but I recently wrote a piece on the targeted advertising that you mention, looking at the benefits and drawbacks of it - http://curiouslypersistent.wordpress.com/2009/01/11/could-targeted-ads-work-on-tv/
It may be of interest to your readers
Cheers
Simon
Posted by: Simon Kendrick | January 22, 2009 at 03:55
Great points. It seems like Google has given us this cult of data that thinks all problems are solved by mining ever more digital bread crumbs. In the meantime, people are moving on, forming product preferences through actual experiences and the opinions of friends in social networks. Perfect targeting hardly seems a panacea.
Posted by: Brian Morrissey | January 22, 2009 at 05:38
For those of you interested in the Data / Art crossover there is a new book out called Data Flow. Basically a large coffee table art book full of Data Porn. The doughnut is especially good!
Also John Maeda's first book is great for inspiration on this area.
Posted by: James Cooper | January 22, 2009 at 05:49
The fatal flaw of "perfect targeting" is that it ignores human nature in favor of data nature. While I'm all for intelligent targeting and "fishing where the fish are", in the real world serendipity and tribe behavior play a critical role in making sales.
Often, we don't realize we want to buy something until we see it -- we go from zero interest to serious interest in a second. Also, "waste" can actually be enormously positive if it creates positive feelings among other members of our tribe: "oh yeah, I've heard of that and it looked kinda good"
Some marketers hate the fuzziness of human nature because it wreaks havoc with their carefully crafted computer models of reality.
Smarter marketers know that trying to eliminate fuzziness is crazy.
Fuzziness -- the unpredictable, surprising stuff of humanity -- is precisely the stuff that incremental sales and brand preference are made of.
Posted by: Tom Cunniff | January 22, 2009 at 06:26
Hi Brian,
Nice post-- it provoked the following:
http://mediavorous.com/archives/reptile-brain
Best,
BB
Posted by: Brad Berens | January 22, 2009 at 06:44
Data is a rational tool, but people don't make rational decisions - they make emotional ones. Otherwise, we'd all be saving money, driving fuel efficient cars, not smoking, and not drinking to excess.
Even data properly targeted - I have a dog, you want to serve me an ad for dogfood - can still fail when I've heard a rumor that your product has that nasty-ass chemical from china that will kill poor rover.
Data may tell me what, but seldom why. Unless your brand problem is SOLELY media efficiency, data isn't the new creative, but properly contextualized, it could be an important piece of informing the strategy.
Posted by: renny gleeson | January 22, 2009 at 07:38
Another reason why super-targeted advertising fails: If I am a dog owner, chances are very very very high that I've already tried your dog food and formed an opinion about it.
So unless you are the brand my dog likes best and you're offering me a dollar off coupon, why would I care what you have to say? I already know my dog can't stand your product. Period. End of story.
That same decision tree happens in countless other categories.
The Data Boys forget that we live in a society with very few new products. Where the only way to get trial is to introduce something new.
That's why the "Serendipity Approach" that Tom Cuniff describes works best: we often don't know we want something until we see it.
So aiming a brand new dog food at dog owners makes sense. But what percentage of the dog food market is made up of entirely new brands?
And while I'm on a roll: I've never quite understood the theory behind banners. It's the rare product that I want more information on badly enough that I'll stop what I'm doing to look for it. Actually, it's the rare product that I want more information on period. With the exception of certain tech-related products, most things are fairly self-explanatory, right? I mean I know what Delta Airlines is. So unless they're giving away free flights...
Posted by: Alan Wolk | January 22, 2009 at 12:42
OK, so two dog food companies get the same algorithm, data. Then what? Data is a pulseless formula, it gives you a team .300 batting average over 100 seasons, or a thousand. What about triples? What about Ted Williams's? It plays it way, way too safe. The United States Savings Bond of marketing. If I'm not mistaken, things are a bit too urgent for that.
Posted by: Ken Krimstein | January 22, 2009 at 12:50
data the new creative... when will we stop making up these trendy terms? things are actually quite simple, the best ideas are communicated in the most simplest terms... everyone is trying to recreate something that doesn't exists. Shoving intrusive ads onto people who searched for things that they may or may not even be interested in is like the traveling salesman and his extra large shoe to stick in the door when its shoved in his face.
What we need is a renaissance where we get back to basics and learn how to really harness the power of the digital medium and present good creative without regurgitating used material that has already gone stale.
As an industry we need to realize that its PEOPLE we are communicating with, people who have been flooded with an intense frequency of data and its exactly that overload we need to move away from and get back to the more intelligent ideas.
Creative needs to be the new Creative.
Posted by: Craig Elimeliah | January 22, 2009 at 14:01
Come on, more data is better than less. Naked numbers and tables aren't what's valuable, it's the science and art of interpreting them. In real time. The conversion rate of serving ad units to auto-intenders through a behavioral lens online is extraordinarily higher and more efficient than a pick-'em buy on any of the auto channel sites. As remnant tonnage junk banners drift away and we all start to see brands, messages and yes, banners that interpret our intentions, our blindness will turn. Don't tell me you haven't seen a damn good ad in you Gmail.
Posted by: Matt Mantey | January 22, 2009 at 14:21
Thank you, Matt. Also, when trying to maximize return, would you rather have 10 lottery tickets with a 10% chance of pay off or five with a 30% chance of pay off. Of course good creative is important, but once you've got that, why pay for the shallow parts of your bell curve? Aim for the middle when your resources are constrained and go "fuzzy" when you have play money.
Posted by: Greg | January 22, 2009 at 18:40
"Data is the new creative"? Ha! Now I've seen everything. I'm waiting to come full circle to "Creative is the new Creative".
The industry will be agast when people are talking about the kick ass results that a Brand has gotten when they create original, compelling campaign. "Experts shocked! Advertising works when it's good!"
Wow!
Posted by: Adam | February 02, 2009 at 08:52
Data might be the road that leads you to a product or service. But once you get there, the product still has to be engaging, appealing and relevant. Those are what brand planning and creative marketing communications deliver.
BSV
Posted by: BSV | February 03, 2009 at 21:27
Give please. The pain of making the necessary sacrifices always hurts more than you think it's going to. I know. It sucks. That being said, doing something seriously creative is one of the most amazing experiences one can have, in this or any other lifetime. If you can pull it off, it's worth it. Even if you don't end up pulling it off, you'll learn many incredible, magical, valuable things. It's NOT doing it when you know you full well you HAD the opportunity- that hurts FAR more than any failure. Help me! It has to find sites on the: Link buying. I found only this - buy back links. Buy links, it reaches it more large for them. Buy links, buying in dc-to-dc producers is a inventive consideration of agreement, which is an large template of all interest loans. Thanks for the help :confused:, Emerald from Northern.
Posted by: Emerald | February 17, 2010 at 15:23
Interesting how Sunday I was telling myself I should do this very same thing! The being creative everyday in April thing. See it's still a wee bit cold to go outside, spring isn't quiet here in beauty yet but it is in spirit.
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Posted by: costa rica investments | July 28, 2010 at 12:12
Of Course Matt, more data is better than no data at all. Naked Cells and Tables worth nothing just like exams's blank paper. Thanks for your great insight.
Posted by: Wellness | November 10, 2010 at 21:40
Well said Wellness.I like your comment.
Posted by: pyxism | December 09, 2010 at 21:56
The Data Boys forget that we live in a society with very few new products. Where the only way to get trial is to introduce something new.
Posted by: Window Blinds and Shades | December 24, 2010 at 03:29
It's a human nature to look for more. It is also similar in case of new data.
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Despite all of the red flags (Women live longer…Women earn less…Women are too conservative in investing) there is a silver lining when it comes to retirement: Women are excellent long-term planners.
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The first thing that most reformed criminals say is that the goods that are easiest to sell and carry are the ones that they try to grab first. This means that if you are spending a lot of time worrying about that grand piano going missing, you most likely should focus your attention elsewhere.
Posted by: vigilon | January 20, 2011 at 05:46
Well it's past 4am and I'm not out and about with my Canon 500D, but like the concept.. Photography is an equal passion of mine as well as data.
So speaking on topic of Data & Birmingham "CAAP" - I could not attend the event but I do work with data and presenting data as a full time job for a Birmingham law firm. If you'd like to know more then please get in touch.
http://about.me/ukgav
Posted by: Scrarch Cards | March 29, 2011 at 04:05