Jay Thomson, Co-Founder Hoorah Digital  The buzz around “data”’ may not be new, but it certainly is still very much the rage. And the reason why big data is such a big deal is that it has the potential to transform any business – by delivering the kind of information necessary to give your clients what they want, when they want it, where they want it, and how they want it. 

Data is one of the most powerful tools you have at your disposal today. But to ensure it is both effective and meaningful within your context requires the person at the controls to leverage that tool with the requisite vision, creativity and expertise. 

Data is essentially nothing more than information, and that information is, in and of itself,  of little use to marketers and advertisers. It is only when  users understand that data-is-people that it starts to have an impact on both strategy and personalised creative delivery. 

0.5-Second attention economy 

Recent research shows that, on mobile, users spend less than a second on determining the validity and appeal of the content they’re viewing. The reality is that in this age of the attention economy, human attention is a finite resource. 

In addition, that insubstantial slice of public attention for which marketers and advertisers are constantly vying continues to shrink.And this highlights a critical question, often overlooked by marketers: You can pay for reach and frequency, but can you pay for engagement? 

The industry is pivoting in this regard. The importance of creative, that is unique to the target segment, is not even enough. I call it the WhatsApp test: If you are not forwarding the content to your own peer groups, then the creative missed the mark. And this is what defines data-led creative. 

Highly targeted, customised messages, ads or content that speak directly, relevantly and in engaging ways to the individual, while demonstrating an understanding of their needs, desires and entertainment profile, is where you can expect to get the wins. 

As we all increasingly accustomed to our online world being curated and customised for us, to the internet reflecting our individual needs and preferences, the pressure on brands to ensure they delight us at every juncture increases.

What this means for marketers, advertisers and content developers is that they need to personalise, personalise – and personalise some more. 

The power of the personal 

Personalisation works by placing the individual at the centre of the communication strategy, powered by real data, in a way that is simultaneously smart and discrete. It’s not just about a name in an email newsletter, but rather about a tailored message that demonstrates insight into the individual’s interests, preferences and spending patterns. 

Get it right and clients are delighted, and the brand immediately gains equity in the form of recognition and respect. While data should be the foundation of strategic thinking, it can’t cloud the creative or make the message seem forced or formulaic. And that’s where the flair of the creative director becomes most relevant. The savvy ECD knows that creative is what tugs at the heartstrings ultimately, but that leveraging the data in a smart way is what gives the creative wings to soar. 

Here at Hoorah Digital, we are the first to sing the praises of data. But it is equally important to recognise what data cannot do. It cannot be personable in and of itself. It cannot surprise, engage, delight or invoke emotion by its mere existence. That’s where the creative still triumphs. And the real ROI is found where data drives creative.