โ Scribed by Becky Wang
No coin nor oath required. For personal study only.
The world is moving towards universal connectivity at a dizzying rate; underpinning this complex system of incessant transaction, connection and digital experience is an infrastructure that generates a trail of data. This trail not only tells us about human behaviour, but provides vital insights into market dynamics, consumer behaviour, as well as the relationships we value and the culture we live in. Creativity and Data Marketing helps marketers access this data, find meaning in it and leverage it creatively to gain a competitive advantage.
Creativity and Data Marketing addresses the need to analyse data creatively, and in particular how balancing tangible insights with creative market influence can maximise business innovation and results. The book clarifies where businesses can improve existing infrastructure, processes and activities, as well as finding new addressable markets ready to validate or rethink market demand. By identifying how and why a consumer interacts with touch points beyond paid media, for example forums, blog content, native advertising and word-of-mouth, Becky Wang presents a creativity and data blueprint on how businesses can make lucrative steps forward to innovate their products, services and communication strategies, laying the groundwork for long-term results. Online resources include bonus content covering analytics methods, evolving research, data platforms and more, and a creative brief template.
Contents
List of online toolkits
About the author
Preface
Acknowledgements
01 Big ideas that work: the promise of data and creativity
1.1 The digital (and data) transformation of marketing
1.2 What is data (and where did it come from)?
1.3 Data used for market research and products
1.4 Data used for measurement
1.5 The data ecosystem in marketing: types of data
1.6 Data used for creative purposes
1.7 Marketingโs embrace of data and creativity
Notes
02 Transformation within the (marketing) organization
2.1 An example of how a creative company uses data
2.2 The process of creativity and data in marketing
2.3 Data and creativity in storytelling
2.4 How marketing practice is transformed by data
2.5 Good rules to live by when using data creatively
2.6 When data is and is not useful
Notes
03 Understanding the data and analytic processes that enhance marketing
3.1 Data literate vs data fluent
3.2 Three uses for data in relation to creativity
3.3 The analytic process for insight generation
Notes
04 New mental models for marketing
4.1 What are mental models?
4.2 Current mental models in marketing
4.3 Current mental models in advertising
4.4 Current mental models in business
4.5 Biases that arise from mental models
4.6 New mental models to consider
Notes
05 Building a customer-centric organization using creativity and data
5.1 The process overview
5.2 The process in detail
5.3 Working with partners
Notes
06 Media and tech partners that facilitate connections with consumers
6.1 Paid and earned advertising
6.2 Content creation
6.3 Website optimization, personalization, and e-commerce
6.4 Working with the CTO (or CIO)
Notes
07 Zappos: Creative and data marketing from the ground up
7.1 Zappos.com website
7.2 Living by โmeasure everything meaningfulโ
7.3 Zappos โbest customers strategyโ
7.4 The creative work shaped by data
7.5
The process: store internal data and build custom analytics
7.6 The people process: collaboration
7.7 Assessment of Zapposโ success
Notes
08 Creative agency relationship: a new model
8.1 Defining measurable goals for advertising
8.2 Crafting the right brief
8.3 Cultivating insights
8.4 The right team
8.5 Feedback loops between different groups
8.6 Creative development
8.7 The right measurement system
8.8 Reporting
8.9 Examples of creative data work in advertising
Notes
09 Adore Me: Growth hacking and crowdsourcing
9.1 Growth hacking
9.2
Creative practices to increase activation and retention
9.3 Lessons in crowdsourcing
9.4
How start-up growth hacking methods can benefit a big brand
Notes
10 Next Practice
10.1 Personalization part two
10.2 Self-service data discovery and Q+A capabilities
10.3 The recognition of data equity in corporate value
10.4 Internet of Things (IoT) and bio data
10.5 Chatbots: a new frontier in customer service
10.6 Smart Cities: new opportunities for marketing
10.7 Artificial intelligence
10.8 Privacy and identity, ethics, and transparency
10.9 Online and offline
10.10 In summary
Notes
Index
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