How Data Can Be Shaped into Creative Decisions?

The growing number of touch points and popularity of social media, on one hand, has provided a powerful platform to the brands to showcase their products to a larger set of audience. At the same time, this has produced a challenge to derive insights from a huge pile of data collected from each touch point. Modern marketers although have taken this data-challenge very positively and are enthusiastically embracing data-centric tools to extract the most out of the information.

One such remarkable example is a widely known company, a brand which is present in every house-Netflix. Netflix is one of those brands that have used data to the best. It understood the importance of data and has been collecting user data from the time it was into DVD rental business. Its success is truly data-driven creativity. The business understands what the viewers want and showcases personalized content as per the user trend and behavior. You will be surprised to know that the famous series 'House of Cards' was entirely created on the basis of user data. Netflix data revealed that people who watched a Kevin Spacey movie, who is one of the lead characters in House of Cards, also watched every movie he has ever acted in. Not only this, director David Fincher's fan following showcases some similar trends. People have watched every movie David has directed. Netflix showcases a classic example of a business that valued and invested in data. They studied not only the user preferences but also monitored the watching habits of the viewers. The success of Netflix, therefore, is not a surprise but rather a business model backed by data.

Creative teams can also make use of the data in a very creative way to come out with ads which are appealing to the targeted set of audiences (Read: 3 tips that ensures right audience targeting to amplify campaign performance). For example, with the help of data, you can come to know the behavior of the audience from the last campaign. If your app install campaign has resulted in you being one of the most downloaded applications in that particular category but only a small percentage of users are making the in-app purchases then your next step clearly should be to produce creatives to drive in-app purchases.

True campaign optimization can be achieved when you have done an exhaustive A/B testing. A/B testing is not only restricted to the audience or ad text but the creative play a major rule in driving performance. But before you jump into ad testing ensure you are testing one thing at a time. For example:

Video Vs Still Image
30 Second Video Vs 15 Second Video
Text- Discount offer Vs Free Gift
Gifs Vs Cinemagraph

A/B testing can be exhaustive for the marketers since one has to constantly monitor the performance of multiple test groups and have to take immediate action once the results are not as desired. Kintegra is designed keeping in mind the challenges marketers have to deal with in day to day business. Kintegra uses AI to run through the data generated in real-time and provides you with insights that otherwise will take a considerable amount of time. It fetches you the data from respective platforms in which the campaigns are running as well as from Google Analytics to give you a comparative report.

In the modern time where devices are more than the consumers, the real challenge in front of any brand is to analyze the data and come up with actionable insights. 64% of a survey conducted by Forbes agrees that data-driven marketing is more successful in this hyper-competitive world.

Source : Forbes

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StevDualse January 17, 2020

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