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Creativity and the "algorithm of surprise": Insights form the Festival of Marketing
Lena Roland, Event Reports, Festival of Marketing, October 2013
This event report addresses the issue of whether data and creativity can truly work together. Based on presentations from broadcaster Channel 4 and agency We Are Social, it suggests that the raft of facts and figures now available online certainly improve aspects of the user experience, such as by providing accurate recommendations of similar content to that they previously enjoyed.
This event report addresses the issue of whether data and creativity can truly work together. Based on presentations from broadcaster Channel 4 and agency We Are Social, it suggests that the raft of facts and figures now available online certainly improve aspects of the user experience, such as by providing accurate recommendations of similar content to that they previously enjoyed. What these algorithms cannot do, however, is replicate the joy of finding something completely unexpected or outside the norm. As such, deliberately disrupting the user experience seems the best way of mixing structure and a necessary touch of creative chaos.
Predicting Cannes Lions
Sander Saar and Mihkel Jaatma, Warc Exclusive, Advertising Research, September 2013
This presentation attempts to predict future Cannes Lions award winners by measuring emotional responses to campaigns through facial coding.
This presentation attempts to predict future Cannes Lions award winners by measuring emotional responses to campaigns through facial coding. It establishes a range of guidelines for creating videos including using sadness or disgust early in the video and then ending more positively. Emotional content is found to be appealing to consumers. It is argued that the Cannes Lions shortlist can be predicted with 75% accuracy using this model.
The death of digital marketing: How Procter & Gamble sees the future
John Davidson, Event Reports, dmexco, September 2013
This event report assesses Procter & Gamble's approach to digital marketing. It begins from the premise that this concept is, in fact, almost dead as marketers commonly understand it.
This event report assesses Procter & Gamble's approach to digital marketing. It begins from the premise that this concept is, in fact, almost dead as marketers commonly understand it. That is because "new" media channels are becoming an integrated part of the brand building toolkit, rather than being treated as a somehow separate concern. By viewing digital in this way, companies can avoid being blinded by the latest technologies and platforms, and get on with the more important tasks of engaging consumers and up driving sales.
Can Big Data and creativity play in the same sandbox?
Briggs Davidson and Mark Fielding, Admap, September 2013, pp. 34-35
This article argues that data and creative teams should be increasingly intertwined to maximise the potential of Big Data, and offers some tips towards achieving this.
This article argues that data and creative teams should be increasingly intertwined to maximise the potential of Big Data, and offers some tips towards achieving this. Data has often been seen as a necessary evil by creatives, but when experts work together to gain insight from the data it can empower creative teams to take controlled risks. This article emphasises the need for data experts in marketing and the wider team to be comfortable with data. Data and creative teams should work together at every stage of a campaign to enable greater insight, innovation, and the small scale testing of ideas.
Media research: Magazines make their mark
Jim Jarrett, Marcos Perreira and Marius Cloete, Admap, April 2013, pp. 27-29
'Magonomics' analytics suggests that brands should reconsider magazines as a media choice and increase ad investment.
'Magonomics' analytics suggests that brands should reconsider magazines as a media choice and increase ad investment. The reader relationship has always been at the heart of the business argument for magazines as it crosses over into the reader's relationship with the magazine's advertising. However, there has been little empirical evidence of this claim, leaving unanswered questions about how this translates into return on investment and how the medium's performance compares with other media. To prove the real value of the reader relationship, the Professional Publishers Association engaged several metrics, designed to account for the unique way that consumers engage with magazines. The key finding demonstrated that magazines offer the highest ROI of any media channel.
Insights from the IPA Effectiveness Awards 2012: Econometrics - An able servant but never the master
Louise Cook, Institute of Practitioners in Advertising, from Advertising Works 21, 2013, pp. 31-36
This article looks at the history and current use of econometrics in IPA Effectiveness Awards case studies.
This article looks at the history and current use of econometrics in IPA Effectiveness Awards case studies. The campaigns in the 2012 Awards showed the most use of econometrics to date, demonstrating its increasing importance as a means of demonstrating effectiveness and allocating media funds. The author criticises the single-minded focus of much current modelling on ROI and recommends using econometrics in conjunction with other research.
Point of View: Modelling's new face
Louise Cook, Admap, January 2013, pp. 39-39
As econometric techniques and commercially available econometric software have become more developed, the range of questions and level of detail that econometrics can tackle has opened up.
As econometric techniques and commercially available econometric software have become more developed, the range of questions and level of detail that econometrics can tackle has opened up. Cook outlines the newer techniques, such as 'Panel' methods that deal with very granular data to the most basic of modelling techniques - Ordinary Least Squares regression. She looks at when they should be used and the questions marketers should ask when using them.
Model outdoor advertising outcomes
Chris Sloane, Mungo Knott and Nick Mawdit, Admap, November 2012, pp. 16-19
Historically, out-of-home data has been oversimplified, with agencies using sources such as fortnightly spend or number of panels as an explanatory variable.
Historically, out-of-home data has been oversimplified, with agencies using sources such as fortnightly spend or number of panels as an explanatory variable. This oversimplifies the complex nature of OOH. This article shows how to apply econometric modelling to ascribe outcomes of out-of-home investment and identifies key elements that need consideration when these models are used. It highlights how to avoid common mistakes and the role played by creative in the effectiveness of outdoor campaigns.
Econometrics as an aid to creativity
Louise Cook, Admap, September 2012, pp. 10-12
There has been rapid growth in the use of econometrics, both as a research tool and as a media optimisation tool.
There has been rapid growth in the use of econometrics, both as a research tool and as a media optimisation tool. There are two parts to the process inherent in developing any econometric model. It quantifies the impact of key factors but is also a vehicle for testing hypotheses and upholding or rejecting theories about the way a brand or market works. Using the example of the mobile brand O2, an IPA Effectiveness Awards Gold winner, this article explains how econometrics helped to influence creative strategy and led to O2 linking to music to provide a deeper emotional relationship for its customers.
Modeling the Real Return on Marketing Investments
Dr. Peter Cain, Marketing NPV, Volume 7, Issue 3, 2011, pp. 15-19
It can be challenging to decide how best to allocate an often limited marketing budget across a wide set of marketing activities.
It can be challenging to decide how best to allocate an often limited marketing budget across a wide set of marketing activities. Conventional models focus solely on incremental volume, often recommending a marketing budget allocation skewed towards promotional activity, which ignores the long-run view. To address this issue, the marketing mix model needs to be re-structured to quantify both short-run and long-run variation in the data, as demonstrated in this article. Not only does this provide more accurate short-run marketing results but, when combined with evolution in intermediate brand perception measures, allows an evaluation of the long-run impact of marketing activities.
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Accountability and ROI
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Emotional and sensory appeals
Evaluation and tracking
Long-term effects of communications
Neuromarketing, brain science
Persuasion, preference shift
Psychological effects of communications
Recall and recognition
Sales and market share
Short-term effects of communications
Theories and ideas of communications
Wearout and decay
Modelling and forecasting
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