“O Deep Thought computer, the task we have designed you to perform is this. We want you to tell us The Answer. To Life. The Universe. And everything.” Douglas Adams

@benessen

D     data will give us the answer

D    

64%

of global CMOs have changed the way they make big decisions in the wake of the proliferation of data in their sector.

data = certainty

64%

of global CMOs have changed the way they make big decisions in the wake of the proliferation of data in their sector.

data = certainty

believe advances in data analysis are undermining the credibility of intuition or experience. 49%

98.6%

99.8%

% people not clicking banner ad

no data targeting

with data targeting

returns on creativity aren’t incremental

game-changing creative ideas come from looking at things differently

game-changing creative ideas come from looking at things differently

embrace the outlier ‘Creativity is helped by discovering what is different, not what is the same. Find the exceptions, rather than the patterns.’ Guy Murphy, Admap Prize Judge

outlier audiences

british airways = 70% of market

outlier issues

‘The so-called experts have lost touch with ordinary people.’ Lynton Crosby, Conservatives

outlier value

outlier truths

key motivators driving purchase of a family car

“No more first, or second or even zero moments of truth, but billions - one for each and every one of the people we serve, day in day out.” Marc Mathieu, Admap Prize Judge

“Technology allows us to level up on empathy.” Marc Mathieu, Admap Prize Judge

quantity objectivity

quality bias

the big data opportunity

data ethnography!!

“Digital data gives you a forensic view of how people are feeling” Mark Ronson

data curators!

!

data scientists!!

data curators!!

juxtapose and colliide!!!

“My goal is to provoke

people into thinking thoughts that they normally might not

have.”

James Lee Byars, artist

From trend line reassure certainty

to outliers provoke discomfort

“ Discomfort is the only sure sign that you are really

exploring the foggy future that lies ahead”

MAGNUS LINDKVIST, trend forecaster