FutureM 2014 Art & Science: Creativity vs. Data Speakers: Brendan Stephens (@brendanstephens) Creative Director, Zipcar Robert Davis (@heyrobertdavis) EVP, Strategy, PJA Advertising + Marketing Millie Park (@milliepark) Sr. Director, Commerce & Community, Zipcar Technological disruption in marketing is inevitable. Automation is permeating media, advertising, and marketing with the promise of delivering the right brand messaging at the right time across all channels. Marketers can benefit from programmatic buying and other automation, but will that efficiency undermine creativity and humanity? The question of art vs. science isn’t a new one. The balance between creative strategy and media technology will be what separates winning marketing organizations from the losing ones. Can these two competing schools of thought be brought together? This session is a candid and thought-provoking discussion, featuring leaders from the "math" and "mad" schools of thought.

1. Art & Science: Creativity vs. Data
# F U T U R EM
Robert Davis
@heyrobertdavis
EVP, Strategy
PJA Advertising +
Marketing
Brendan Stephens
@brendanstephen
Creative Director
Zipcar
Millie Park
@milliepark
Sr. Director, Commerce
& Community
Zipcar
Moderator:
Tom Simons
Chairman
PARTNERS+simons

2. Art vs. Science
(No, Science vs. Art)
# F U T U R EM
MILLIE PARK + BRENDAN STEPHENS
ZIPCAR

3. Members respond positively to promotion “heavy” copy*
#FUTUREM
Promo “light” Promo “heavy”
SUBJECT LINE: Want two days of free
driving, Caitlin? We’ve got the deets.
SUBJECT LINE: Our 40% off promotion
extended just for you, Caitlin!
 The promo heavy subject line and body copy resulted in:
– 30% lift in unique click through rate
– 300%+ lift in revenue per 1,000 emails sent
 …which amounts to a lot of moolah.
*Caution: use sparingly.
SUBJECT LINE AND COPY TEST // 5 for 3

4. SUBJECT LINE AND COPY TEST // $29 Overnight
Sometimes it’s okay to stray from formula.
(We even did math.)
#FUTUREM
Got a late night, Kristen? Keep you Zipcar 6pm-8:30am for just $29+ tax.
Starry, starry nights for just $29+ tax, Kristen.
Working late, Kristen? Book your ride home for $29 + tax.
Got a late night, Kristen? Keep you Zipcar 6pm-8:30am for just $29+ tax.
These savings are written in the stars, Kristen.
Relax, Kristen we got your ride covered for $29+ tax.
WINNING SUBJECT LINE: Want a Zipcar for just $2/hour, Kristen?
 Unique open rate: 36% lift from average
 Unique click through rate: 69% lift from average
 Revenue: 172% lift from average

5. IMAGE TEST // Refer a Friend Promotion
Believe it or not, we’re not all about cars.
#FUTUREM

6. IMAGE TEST // Refer a Friend Promotion
We’re more about our members.
#FUTUREM

7. IMAGE TEST // Airport Expansion Promotion
We can imagine the scenario.
#FUTUREM

8. IMAGE TEST // Airport Expansion Promotion
Humor goes a long way.
#FUTUREM

9. Creativity & Data
#FUTUREM
# F U T U R EM
ROBERT DAVIS, PJA ADVERTISING + MARKETING
@heyrobertdavis

10. Range of engagement
#FUTUREM
Awesome! Uh… Everything sucks.

11. Data + creativity bell curve
#FUTUREM
There’s no
good
information.
Here’s a
bunch of
data.
Here’s a
smart
brief.
Data says
‘time to
optimize.’
Let’s put 50
headlines in
the program.

12. The gap.
#FUTUREM
Hey, get
with the
program!
Uh, what
program is
that?

13. #FUTUREM

14. #FUTUREM

15. #FUTUREM

16. Agency: MUH.TAY.ZIK | HOF.FER
#FUTUREM

17. #FUTUREM

18. #FUTUREM

19. #FUTUREM

20. Agency: PJA
#FUTUREM

21. Forging a new understanding.
#FUTUREM
Inspire with
data
Tell stories
with data
Drive performance
with data