Making the case for creative data

Making Data Exciting: Bridging the Gap Between Analytics and Creativity for Unforgettable Experiences

Mr. Jason Carmel, Global Lead of Creative Data at VML, a WPP company, passionately argued for integrating creative data into business strategies. He highlighted that while traditional data is useful, it often fails to inspire creative professionals. His presentation aimed to bridge this gap, transforming data from mere numbers into a dynamic source of creative inspiration.

Carmel noted the “big data” explosion 15 years ago, which initially elevated data’s prominence. However, this abundance paradoxically led to data’s commoditization. When data became ubiquitous, its individual impact diminished, shifting focus from its utility to its sheer volume, making it less engaging and impactful.

Historically, data’s role was limited to pre-creative stages like predictive modeling and post-creative phases for measurement. Mr. Carmel argued this left a significant gap in the creative development process. He emphasized that data should actively inform the entire creative journey, moving beyond passive analysis to become an integral part of compelling storytelling.

Modern applications of data in creativity include data visualization, generative data, hyper-personalization, and “numerical surprise and delight.” These methods allow data to directly enhance creative output. Mr. Carmel cited the 2013 British Airways “Look Up” campaign, which used real-time flight data on a billboard, as an early example of this innovative fusion.

The industry’s recognition of this shift was marked by a Creative Data award at the Cannes Lions. Spotify further demonstrated creative data’s power with personalized out-of-home campaigns and the highly successful Spotify Wrapped. This CRM message, shared hundreds of millions of times, perfectly illustrates “numerical surprise and delight,” fostering user pride and widespread sharing.

Despite its proven effectiveness, creative data faces adoption challenges, including reduced cross-pollination between teams and a bias towards operational data. To overcome this, Mr. Carmel suggested data teams inspire creativity by providing “weird data sets.” He stressed that data encompasses more than math, including emotion, history, and culture, available from resources like Kaggle and GitHub.

Creative teams can contribute through “wishful thinking” brainstorming, asking what idea they’d build if they knew one specific thing about a person. The HungerStation app, using eye-tracking to predict food cravings, exemplifies this. Organizationally, “creative” in “creative data” must be seen as a noun, requiring both creative people and data people to collaborate purposefully.

While integrating data and creative teams presents challenges, the rewards are substantial. This synergy generates more innovative ideas, accelerates production, and cultivates a more enjoyable work environment. Mr. Carmel concluded by inviting further discussion, underscoring the rewarding and fun aspects of creative data for a win-win outcome.