Data takes a front seat in creative

Transactional data has always been important, but now there are all of these new sources we can utilize:

• Actions – Digital searches and actions are traceable, which means we can go beyond transactions to better understand behaviors.

• Location – GPS data now allows us to pinpoint where someone (or something), is and when they are taking specific actions.

• Text – Natural language processing allows us to understand context and sentiment in text.

• Time – Time data gives context to all other data types, helping us find trends and patterns.

• Sound – From songs to speech recognition, sounds can be translated into data based on volume, frequencies and other elements.

• Images – Algorithms can be programmed to recognize specific images, even a person’s face and emotions.

• Movement – Motion sensors can be used to convert movement into data.

The real magic for marketers is in how you use this data. When creative ideas are informed and inspired by data, they can lead to some incredible results for brands.