An example? Data-Driven Creativity
Posted: Sun Dec 22, 2024 6:35 am
purchase, the frequency of visits to the point of sale
The key word is therefore personalization, personalization marketing : the possibility of using the available data to send messages or show different, more suitable and “personalized” content to different people, to improve the user experience and offer proposals more in line with their interests, previous purchases, etc. It is much more, therefore, than automatically inserting the recipient's name into an email or following a user to show them an item in their cart.
All this with the help of process automation of course.
What does creativity have to do with the arid world of data? Isn't it an essentially australia email list poetic art, the fruit of the creativity of single individuals? Evidently not: data-driven creativity is increasingly discussed, or how advertising banners and the profession of creatives can change in the era of big data.
Marianna Ghirlanda, Head of Creative Partnerships at Google Italy, recently declared:
“The basis of investment strategies on Programmatic Advertising should be the awareness of the opportunity, through these platforms, to direct advertising to very specific targets, thanks to the use of a mix of data from multiple sources (own CRM systems and third-party sources). Work on data therefore becomes central since the quality of the information base on the reachable target will be an element that will determine the price (i.e. the willingness to pay more for the specific impression)”
Big Data : this is the first pillar on which “programmatic” is growing, in line and in synergy with another data-driven or data-centered paradigm: the IoT .
In conclusion, what is “genius”? It lies in the possibility of doing what advertising has always wanted and always tried to do: reaching the right person, at the right time and with the right content. In practice, we are increasingly moving from the purchase of space to the targeted purchase of the audience .
The key word is therefore personalization, personalization marketing : the possibility of using the available data to send messages or show different, more suitable and “personalized” content to different people, to improve the user experience and offer proposals more in line with their interests, previous purchases, etc. It is much more, therefore, than automatically inserting the recipient's name into an email or following a user to show them an item in their cart.
All this with the help of process automation of course.
What does creativity have to do with the arid world of data? Isn't it an essentially australia email list poetic art, the fruit of the creativity of single individuals? Evidently not: data-driven creativity is increasingly discussed, or how advertising banners and the profession of creatives can change in the era of big data.
Marianna Ghirlanda, Head of Creative Partnerships at Google Italy, recently declared:
“The basis of investment strategies on Programmatic Advertising should be the awareness of the opportunity, through these platforms, to direct advertising to very specific targets, thanks to the use of a mix of data from multiple sources (own CRM systems and third-party sources). Work on data therefore becomes central since the quality of the information base on the reachable target will be an element that will determine the price (i.e. the willingness to pay more for the specific impression)”
Big Data : this is the first pillar on which “programmatic” is growing, in line and in synergy with another data-driven or data-centered paradigm: the IoT .
In conclusion, what is “genius”? It lies in the possibility of doing what advertising has always wanted and always tried to do: reaching the right person, at the right time and with the right content. In practice, we are increasingly moving from the purchase of space to the targeted purchase of the audience .