1. Emotional Data
Nick Moore
Chief Creative Officer, Wunderman
Slavi Samardzija
Chief Analytics Officer, KBM Group

2. Today BFF (or not?)

3. Changing consumer habits
3

4. … resulting in
Video uploaded to
24 Petabytes
Data processed
per minute by per day
200 Thousand
Text messages sent Tweets per day
per second
Minutes spent on
72.9
Ordered on
Products
per month per second

5. Data Deluge (aka Big Data)

6. Data on Data
1970 1975 1980 1985 1990 1995 2000 2005 2010
Source: Google Scholar
Articles in Subject: Business

8. The Seduction
of Data

10. “Research is the enemy of creativity…
Advertising is an art, not a science.”
George Lois
“It's not the consumers' job
to know what they want.”
Steve Jobs
“If I had asked people what they
wanted, they would have said faster
horses.”
Henry Ford

12. Point of Divergent Creative
Designers
Data talking
talking to
data
designers

19. Who the heck are Arcade Fire?

20. Most
people
don’t live in a design studio

22. Creativity = Change the World

23. If you want to
change the world, talk to the people who
don’t agree with you

24. Insight
Idea

25. Creativity + Relevance = Change the World

27. … targets were on
average 4-5x more
likely to buy.
Global Frozen-Food Brand
6:1 ROAS
ROI compared to the
previous similar campaigns
was better by up to
Leading Technology Company
2000 %
higher conversion rate
than campaign average by
Leading Technology Company 274 % … recognized
ROI lift of
37
Leading Mobile Phone Provider
%
50 %
Increased the ROI of
their audience buying
by approximately
Leading Car Manufacturer

31. Use data to inspire creativity.
Emotional Data

33. EXAMPLES

34. This is emotional data

35. From emotional data comes emotional insight

36. A new type of
creative thinking

37. Attitude does
not lead to behavior.
Behavior leads
to attitude