Data & Creativity22. SEPTEMBER 2016

KOMFO SUMMIT

REVOLT STUFF@GUS_MURRAY

#ManagingDirector#DigitalStrategist#UltramarathonRunner#Australian#NewDad

We’re students of consumer engagement and

experimentation.

We trade in Attention

Friend or Frenemy

DATA & CREATIVITY

It was the best of times, it was the worst of times.

CHARLES DICKENS, TALE OF TWO CITIES

OplevelserPromised this.

OplevelserGot this

"Advertising is becoming a tax only poor people

pay."Scott Galloway, 2015

Spotify Premium iPad / iPhone / iPod Ad-free Content

Ninety per cent of the top 100 US consumer package goods brands – the guys who rely on brand advertising – lost market share, while 68% declined in sales.

"not advertised in the traditional way."

ON ONE EXTREME, CERTAIN TYPES OF ADS, COMPLETELYSACRIFICE USER EXPERIENCE IN FAVOR OF AD REVENUE AND PROVIDE THE USER ZERO ADDITIONAL VALUE IN EXCHANGE FOR THEIR TIME.

USER EXPEREIENCE

Oplevelser

LOUD, EXTREMELY UNPLEASANT, AND SEEMINGLY IMPOSSIBLE TO MAKE GO AWAY.

Change our Approach

"maximize our creative impact."

TINA ALLAN, HEAD OF DATA SOLUTIONS, BBDO

QUOTE SLIDE

ISelection

Oplevelser“WITH THE

PURCHASE OF A SERIES, WE LOOK AT

WHAT DOES WELL ON PIRACY SITES,”

- VICE PRESIDENT OF CONTENT ACQUISITION, KELLY MERRYMAN

2Content

3Context

https://youtu.be/AGL3Pz_98xQ

4Personal

5Instore

Now what…?

OplevelserUSE TECHNOLOGY

AND DATA LIKE REMBRANT USED

PAINTS & BRUSHES.

Shouldn’t be ‘either’ / ‘or’, but rather ‘and’.

Data should be seen as a means to create boundaries in which to play.

Data vs. Information

Data Visualization

Focus Creative Brief

Creating Variations

MAXIMISE THE CREATIVE IMPACT

FACILITATING CREATIVITY

Data Information

Effective data visualizations

give you insight.

How might we…?…reduce the

number of calls to our call center?

A B

In our work, the hero is creativity, but we insist on it

being informed, validated and scaled using data.

IJE NWOKORIE, CEO WOLFF OILINS

Thank you.

Revolt.dk