Can big data aid creativity?

In recent years, the industry has witnessed fervent interest from marketers to embrace big data, as it strives to develop offerings that are more targeted and relevant to audiences. The increased interest has also been driven by the wide availability of data, thanks to advancement in technology and prevalent consumption of digital and mobile tools among consumers.

However, as data begins to play a bigger and influential role in marketing, with digital and mobile channels being its primary source, the concern now is, is big data affecting creativity?

Advertising+Marketing spoke with Jason Heng, vice president of IT strategy and development for YTL Communications.

Advertising+Marketing: A common presumption about data is that it tends to stymy creativity as its adoption becomes more pervasive. Do you agree with that?

Jason: I’m not sure how this presumption came about. This notion I believe, is linked to an age-old fact-based versus value-based argument amongst academics, whereby fact-based decisions using numbers and statistics versus value-based decisions such as “higher/lower” or “more/less” are often hotly debated especially in the advertising world.

For example, during the Mega Sale, you could see banners with signs shouting value-based statements such as “Lots of variety”, “High quality goods” and “Lowest price ever”, and even though these statements may be true from the advertisers’ viewpoint, consumers are probably indifferent towards them. That’s where big data comes in.

In order for marketers to persuade today's informed customers who probably have learned all about the products and may have compared it against the competitors, marketers must now be able to creatively use fact-based statements to back up their claims.

Advertising+Marketing: How then can data be used to establish and/ or strengthen connection with the audience?

Jason: Misleading ads and unsubstantiated promises are two of the most costly mistakes that any advertisers could make. Using statements such as 'highest quality at the lowest price’, but failing to back it up and  offer any detailed comparisons is nothing more than another cliché your potential customers are tired of hearing.

Data should be creatively used at the right time to strengthen and reinforce what you mention in ads in order to make it easier for potential customers to compare and contrast, and ultimately make an informed decision to purchase your products and services. By helping your potential customers with product comparison, you have indirectly injected trust and credibility into your engagement process, and created the impression that you are confident about your company’s products and services.

Advertising+Marketing: Can data aid creativity? If yes how so?

Jason: Yes, I strongly believe data can and will provide more avenues for creativity. In fact, in the last couple of years, I’ve seen many media companies successfully blend data and technology with creativity. These new breed of media companies would be leveraging on data and technology to push the envelope on experiential technology transformation, similar to how data supported the proliferation of decision-support systems in the last two-three decades.

Advertising+Marketing: In your opinion, what will big data usage be like in the future?

Jason: Big data is not hype. Many companies in various industries are already taking the initial step in using big data to expand their association and correlation with their existing transactional data successfully. These companies who embarked on this big data journey earlier would have an unfair competitive advantage over their counterparts as they would be able to use timely data to drive their businesses to the next level of maturity.

The industries I know that have so far been benefitted from using big data effectively are those operating in the entertainment and content, healthcare, utilities and communications and also retail.

Jason Heng is part of the speaking line-up at this Friday’s Big Data 2014 conference at The Westin Kuala Lumpur, which also includes speakers from Citibank, Genting, F&N Dairies, Tesco and more. Jason will touch on creativity in big data, and how brands can take the first step. For more information about the conference and to register, click here.

You may also contact Carlo Reston at carlor@marketing-interactive.com or +65 6423 0329 for enquiries or registration purposes.

The Big Data 2014 conference also takes place in Singapore on 11 November. Click here for more information.

Contact Che Winstrom at chew@marketing-interactive.com or +65 6423 0329 for sponsorship enquiries.