Votre stratégie créative est mise à l’épreuve par les informations sur les données. Comment allez-vous gérer ce rebondissement inattendu ?

I have always worked with data as a support to convince...data is all about how you intercept or analysis of it it can never be very contradictory to your creative strategy...I have always got a sweet meeting point that's what you search for

Don't be afraid of the data, even if it's not telling the story you expected. Don't panic either. You don't need to pivot the minute you see a change, but keep an eye on things and be ready to use the data to support your decisions going-forward!

In addition to enhancing your creative decisions, by integrating data analytics into your process, you can earn greater buy-in from colleagues and executives who may have to sign off on payments related to your creative decisions. The bigger the cost of your "big idea," the more likely that having data to support it can help you get the support you need to execute it.

First thing is to clearly define the source, integrity and context for both the data and the creative strategy, to analyze their integrity, reliability and how they relate to each other. A creative strategy should be built upon insights from many varied sources. If the data insights contradict your own equivalent insights, then look close to understand them. After all, data leads to insights through a process of interpretation - and that's where your expertise and consideration is key. Understand how the data was collected, its context and integrity, and check if you derive the same insights.

One thing I find quite useful is to find data that supports and opposes my creative point of view. Then, I look for the nuances behind such data points, what they mean, and their implications for the project I am working on. Then, I build from there.

Assuming that the integrity of the data has been rigorously assessed (bias, depth, analysis), look at it in context not isolation. Go back to the brief what are you trying to achieve? How does the data impact that goal? Often data can be presented in a biased format to try and prove a pre-determined desired outcome. And sometimes people do not know what they want or why they want it. Steve Job wouldn’t have been the genius he was if he was led by data. Data can only measure what’s been, creative is focused on influencing the future and the best creative changes the mind and behavior of what individuals might have said without it.

During analysis, it is important to examine one's biases, identify one's limitations, and consider possible interpretations of the behaviours behind the data points. Doing this helps you manoeuvre the delicate path of jumping to a conclusion and helps your crystallisation process, which aids effortless understanding.

Be open to stumbling on new data points that will powerfully change your creative perspective on the problem you are solving. It does not happen all the time, but when it does, you could stumble upon this new piece of information anywhere: at the internal review, from a client discussion, on the news, or even in places you can imagine. When it happens, embrace the new information and change your creative strategy direction accordingly after proper interrogarion.

How to harness data to Fuel Creativity: 1. Data as a Creative Catalyst: Data provides a foundation that can spark new ideas and directions. 2. Refining Messages and Designs: Insights from data can highlight what aspects of your current strategies are working and what aren’t. This allows you to tweak your messaging, visuals etc 3. Exploring New Platforms: Data can reveal untapped platforms where your target audience is active. This opens up opportunities to experiment with new formats. 4. Data Constraints as Fuel for Innovation: Constraints often lead to more innovative solutions by forcing you to think outside the box. 5. Feedback Loop: Data provides a feedback loop that can guide your creative process continuously.

Ideally, you'll have an opportunity to conduct primary research or gather the results of secondary research before you develop your creative strategy, which will guide your direction. In the absence of this information, any data collected after your launch will either validate your strategy or help you to improve it for better campaign results.

Creative strategy is not only based on data. It also takes into account the fickle nature of human behavior at an individual level and as a group. Not all insights and knowledge can be neatly distilled into data points, just as the weather defies predictability. Data is useful, but should not become the only proof point for a creative decision. It should be an indicator, on equal standing to every other marker you track and aggregate to deliver a creative strategy.

In my view as a leader in digital product experience, collaborative work is the foundation for building anything that aims to meet needs effectively. This is because of how diverse we are, and how complex it would be to understand real needs without considering that we are part of a fragment with all the biases everyone has, which is minimized when we include diversity beyond collaboration in processes.

In my experience, the best solutions come from diverse perspectives. I'd reach out to our data analysts, researchers, and even the client to fully understand the insights we're dealing with. It's crucial to put aside any ego or attachment to the original idea. At American Airlines, we constantly collaborated with pilots, mechanics, and ground staff to refine our SafeFlight product. Their input was invaluable in creating a solution that truly met their needs. So, I'd make sure we're actively listening to all stakeholders and incorporating their feedback into our revised strategy.

Data is great, but it’s also imperfect and likely based on past performance tracking to attempt to predict the future. Time is best described by Doctor Who as 'wibbly-wobbly, timey-wimey stuff’, meaning, unpredictable. If you have a great idea, especially if it has never been done before, try it. In a best case scenario, A/B test. Run your idea against a parallel concept that was adjusted according to your data model. See which concept is outperforming the other and go with the winner. If the better performing concept was the OG, unadjusted idea, you’re a GOAT. Celebrate. If the data backed idea won, buy your data analyst some flowers and apologize. (But still don’t take their word as gospel next time, you have good ideas, keep trying)

Un ejemplo claro es el uso de pruebas neurocientíficas, como el seguimiento ocular o los estudios de respuesta emocional, para entender cómo los consumidores reaccionan ante diferentes elementos creativos. Al adoptar una mentalidad de experimentación continua, puedes identificar rápidamente qué resuena con tu audiencia, permitiendo optimizar recursos y maximizar el impacto de tus campañas desde el inicio. Este enfoque proactivo no solo mejora la efectividad de tus iniciativas, sino que también fortalece la capacidad de tu equipo para innovar y adaptarse a un mercado en constante evolución.

While working on a huge PR campaign in a new market, the firm that I was with collaborated with a local PR agency to determine the creative and promotional strategy. The agency was using outdated historical information to guide us. After conducting a few surveys, we adjusted our strategy and were much more effective in reaching and connecting with our target audience. The lesson for us and the agency - stay agile! Agencies, their information, and their strategies have to evolve with the times so that we can meet our target audiences where they're at.

Thinking about many scenarios with multiple options for purchase and consumption, speed in building and validating hypotheses is crucial. Because of this acceleration, the concept of MVP in strategy can greatly assist in hypothesis validation, whether based on quantitative, qualitative data, or both, always aiming at capturing value regardless of the size of what is delivered as a minimum viable product for any materialized idea.

One thing I've learned is that flexibility is key in our field. Every idea, even ones that seem to conflict with our original vision, has the potential to lead us to something great. I'd encourage the team to embrace an iterative approach. We might run quick prototypes or A/B tests to validate new concepts based on the data insights. This agile mindset allows us to adapt quickly, learn from each iteration, and ultimately deliver a product that's both creative and data-informed.

Consider that if the insights are shocking to you that you might not have really thought about how to solve the problem in the right way. If they fuel your fire that your idea will break through whatever barrier the insights might hold, then you are probably barking up the right tree. I have to write 500 more characters. Why? I have nothing else wise to say. Hmmmmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmhl I guess I’ll reiterate Utilize the data to make your strategy more fool proof. Does it destroy what you intend to unleash? Is it just obvious stuff you have already thought of? Is your strategy wrong? 🤦🏻♂️💯 some data insights should not be enough to break down your stride. Explain how your strategy overcomes the insight