The document discusses how data and creativity can work together in marketing. It provides examples of how insights from data sources like search, social media, blogs and reviews can provide information about customer needs and opinions. These insights can then inspire creative solutions to help brands better meet customer wants and disrupt industries. The document argues that when used properly, data can help marketers challenge assumptions and be more innovative, ultimately benefiting both brands and customers.

1. why data does not have to
stifle creativity

2. about me

3. #DigiMarketing @IvovdB @MavensofLondon @IE_Digital

4. digital strategy
& insights

5. #DigiMarketing @IvovdB @MavensofLondon @IE_Digital
Credits: Royal Philips.

6. data x creativity

7. data
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

8. marketing, branding & advertising
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

9. Credits: Royal Philips.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

10. In today’s marketing world,
with today’s technology, creativity
is more important than ever.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

11. “Curiosity about life in all of its
aspects, I think, is the secret
of great creative people.”
- Leo Burnett -
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

12. #DigiMarketing @IvovdB @MavensofLondon @IE_Digital
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

13. “Curiosity about life in all of its
aspects, I think, is the secret
of great creative people.”
- Leo Burnett -
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

14. We’re in need of more creativity,
different creativity, and creative
approaches to creativity.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

15. #DigiMarketing @IvovdB @MavensofLondon @IE_Digital
Credits: Nike.

16. Small, innovative brands have the ability to
take risks, try new things and disrupt industries
to surprise, engage and entice consumers.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

17. #DigiMarketing @IvovdB @MavensofLondon @IE_Digital
Credits: Nike.

18. Larger, established brands need to continuously
challenge themselves to stay innovative, to
remain successful in the competitive marketplace.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

19. #DigiMarketing @IvovdB @MavensofLondon @IE_Digital
Credits: Royal Philips.

20. blue sky thinking

21. Credits: John Lewis. Adam & Eve / DDB.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

22. data
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

23. insights
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

24. (digital) data sources

25. search

27. blogs & forums

28. social media

29. e-commerce sites

30. let’s say, purely hypothetically…

31. Credits: Kayture.com.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

32. Raise awareness &
Drive purchase intent
- Marketing objectives -
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

33. “Philips VisaPure was developed with expert
skin scientists, and is clinically proven to be
10x more effective than cleansing by hand.”
- Example product insight -
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

34. “Philips VisaPure is primarily targeted
at women aged 18-28, who would like
to upgrade their skincare routine.”
- Example customer insight -
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

35. “Philips Beauty stands for
beautifully designed products
that deliver visible results.”
- Example brand insight -
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

36. Credits: Kayture.com.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

37. right

38. #DigiMarketing @IvovdB @MavensofLondon @IE_Digital

39. “The problem is not the problem.
The problem is your attitude
about the problem.”
- Captain Jack Sparrow -
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

40. let’s try again

41. data
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

42. Credits: Kayture.com.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

43. what women want
search interest & social mentions

44. right for my skin
discourse in blogs & forums

45. value for money
Amazon reviews

46. Search & Social
Women actively look for and ask for (independent) product
reviews when considering buying a cleansing device.
Search landscape
Specific blogs, lifestyle sites and e-commerce pages attract a
large proportion of organic traffic for these reviews.
Online discourse
Over-use and sensitive skin are topics that are actively
discussed in influential blogs and forums.
Product reviews
Existing users praise VisaPure for its enjoyable product
experience and variety of available brush heads.
The (recurring) price of replacement brushes is actively
mentioned as part of the total value for money assessment.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital
Insights summary (hypothetical examples)

47. Credits: Kayture.com.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

48. challenge the problem
challenge the proposition

49. product, services
& activation

50. in summary

51. data
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

52. Data can provide insights to help marketers
see the problem, explore creative solutions,
and help be most relevant.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

53. Technology, data & insights inspire more creativity,
that ultimately help brands disrupt themselves
and/or disrupt industries.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

54. Data can help positively challenge marketers,
help brands be more successful, and help
customers experience more value.
#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

55. data x creativity

56. finis.