1. Data-Driven StoryTelling :
The Poetry of Big Data
Presented
by
Alan
Schulman,
VP
Global
Brand
Content
§ @digschulman @sapientnitro

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3. The Poetry of Big Data

4. DATA = ?
The Science that Measures the Art?
A DEFINITION:

5. © 2013 SAPIENT CORPORATION | CONFIDENTIAL
DATA:
Drives SAS platforms that automate Media Planning
Drives SAS platforms that power trading desks & Programmatic Buying?
Drives SAS platforms that deliver Audience Targeting
Drives SAS platforms that enable Content Marketing
Drives SAS solutions from DSPs to DMPs to virtually
Every form of measurement, analytics & metrics.
Where are we now?

6. Why? Why are we so seduced by the automation and scale
of everything?
Where has it leſt us?

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8. Is this Advertising?
Or
Addressability at Scale.

9. © 2013 SAPIENT CORPORATION | CONFIDENTIAL
What about Data Driven Creative - Addressability at Scale?
The Data that Informs the Creative? 1 to 1
The Data that Writes the Creative? 1 to 1
The Science that Produces the Creative? 1 to 1
The Science that Serves the Creative? 1 to 1
The Science that Measures every nanosecond spent
with/near/on or around the creative? 1 to 1
This is gonna be great right?

10. © 2013 SAPIENT CORPORATION | CONFIDENTIAL
What does Data-Driven Creative Look like?
Paid Search Direct Response
Lead Gen
Social

11. © 2013 SAPIENT CORPORATION | CONFIDENTIAL
What does Data-Driven Creative Look like?
Headlines dynamically served?

12. But is this Advertising Moving Anybody?
Or is it just
Auto Addressability at Scale.

13. Markets & Media depend on Scale.
Human Insights & Creative Ideas rely on Skill.
Has the Scale of Market & Media Automation distracted us
from the business we are really in?

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CAN YOUR DATA DO THIS ?

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DATA CAN HELP US DELIVER SURPRISE &
DELIGHT ALL AROUND A BIG BRAND IDEA.

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(3) TYPES OF
MESSAGING:
- Mass Reach
- Targeted Segments
- One to One
Let’s look at some Data
Driven Creative
designed for each type
of audience we’re
trying to reach these
days.

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Do you know what this is?
DATA DRIVEN
TARGETED SEGMENT
MESSAGING:

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Or this?

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Or this?

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ANSWER:
Data patterns from the shoes of
NIKE marathon runners.

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For the launch of the Nike Free Run+ 2 City Pack series, runners shoes were
embedded with RFID chips that yielded data from each runner’s personal
route to create dynamic images.

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Leveraging Nike+ GPS,
marathon run data was
downloaded to custom
soſtware - importing the
metrics and telemetry
from each of the
individual runs.

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The Data was then
converted and printed into
realtime custom branded
images based on the
speed, consistency and
unique style of each
person's run.

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This high resolution
print was then
embossed around a box
for each runner to take
home their custom
NIKE shoes in.

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The Innovation Lab at
Nike was then able to
laser etch the runner's
name, the distance they
ran and their run path
onto a custom fabricated
shoe box, which contained
a pair of the 'City Pack'
shoes from their race of
origin.

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Data Driven Packaging

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Real;me
Data
Driven
Design

28. DATA DRIVEN
ONE-TO-ONE INTELLIGENT
CREATIVE

29. Has our industry has swung too far to the Science
of Advertising?

30. Are we so obsessed with Data and Soſtware services that we’re putting the
plumbing ahead of the poetry of our business?

31. There’s a world of possibilities around Data-driven creative...
if we recognize it’s a great idea-enabler and ampliflier.
The means to a more powerful end, rather than the end itself.

32. Because we musn’t forget,
The thing that ties us all together,
creatives or media types, buyers or sellars,
is that all of us…
everyone in this room…
is still in the Idea Business.

33. 01010101THANK YOU.
@digschulman @sapientnitro
Data-Driven StoryTelling :
The Poetry of Big Data