Data has become essential to the creative process. The panel discusses how to connect data and teams across functions to bolster personalization, meet content demands, and diversify the types of conversations organizations can have with customers.
Data, Content, and Creatives
Data has become essential to the creative process. The panel discusses how to connect data and teams across functions to bolster personalization, meet content demands, and diversify the types of conversations organizations can have with customers.
The Creative Perspective on Data
Data has become intertwined with the creative process. Bridget Esposito discusses how the start of the COVID-19 Pandemic catapulted creatives into working with data. She describes how her creative team at Prudential Financial has learned to speak a common language with teams across functions to ensure continuity across the organization. She sums up her perspective by noting that less is more when it comes to data and creatives.
Creatives and Access to Data
The creative brief is just one part of how creatives understand the needs of their customers. Data helps creatives understand the customer another layer deeper, so they can truly achieve personalization. Bridget Esposito explains why creatives love having access to data.
Taking the Customer-Centric Leap
There is a delicate balance between what creative works best as suggested by the data and what the customer likes.
More Content, Better Conversations
By meeting the demand for content, you can diversify the types of conversations you can have with your customers. Giles Richardson recalls an example where teams would want to communicate a wide net of stories with customers, but marketing would only be able to produce a few due to the tools available at that time.
