When the 2012 list of hottest marketing catchphrases is compiled, Louis Winokur of MediaPost says "Data is the new creative" will be near the top. Here's the translation: For too long, creatives have used "smoke and mirrors" to sell flashy creative approaches that are built on gut feeling rather than solid, data-driven insights.
That phrase may sound like fingernails on a chalkboard to some agency creatives, but Winokur believes the truth lies between the extremes of pure data and pure art. Data should be used to monitor results, fine-tune ideas, and identify under-performing campaign tactics. New data, such as insights into customer preferences, can even spark new creative ideas. It's all in how you use it.
We couldn't agree more, and at Yahoo!, we offer a leading dynamic creative solution---Yahoo! Smart Ads---that personalizes and optimizes each ad to individuals by using Yahoo! demographic, geographic, interest, and intent data.
And the data-driven approach shouldn't be confined to only choosing the optimum creatives for a given campaign. Big data also fuels our Genome from Yahoo! audience-buying solution, which analyzes as much data from as many sources as possible to paint a truer portrait of a target audience. Breaking down Big Data also helps the Genome team make insight-driven choices on the most effective way to reach that optimized target audience.
Rest easy, creatives, it's not all about zeroes and ones. In the end, the team and the clients—real people—make the ultimate decisions.