Data and Creativity : The Perfect Marriage
Download SME Digital Forum presentation here
In a world that is moved by advertising these two words must be joined together in good times and in bad, in sickness and in health.
Data, as you may probably know it, can sound tricky and difficult but when you start digging and playing with it you realize how important it is on every single strategy you create.
Data is information and information becomes insights. The more insights you obtain, the more you will learn on how to conquer your objectives.
Let’s start with a single question… What’s the target? Once you know the target you then ask, what’s the objective? Those two questions are crucial before you even start looking for data.
Supposing that our target is between 12–24 years old and the objective is to increase engagement on social media, what data will be relevant to start a strategy? Simple. See which platforms young adults from 12–24 spend most of their time. Insights, like the ones provided by eMarketer, can be very useful in order to learn more about your target behavior in the digital world.
So now that we know the target (12–24), the objective (increase engagement on social media) and which social media platform is the favorite, next step would be (if you don’t know this) to learn how this platform works.
Most of the social media platforms, if not all, are based on content but, here comes the tricky part, not every platform has the same engagement with content. One platform can be video driven but videos probably won’t work on the others. You need to know which content works best in and in which platform before you start thinking about creativity.
Now comes the fun part, CREATIVITY coming to life and all because of a little bit of data. Download my presentation from the SME Digital Forum (held in San Juan Puerto Rico, April 28, 2016)
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