Jerry Daykin FCIM wrote a blog post titled Use Data to be Relevant to More People, Not Visible to Fewer.

« It’s time for us to take a long hard look at how we are using data. For me it should fundamentally be about being consumer obsessed and how we take advantage of the rich information out there to better resonate with more potential customers. Often that means the ones who aren’t leaning in and wouldn’t have stopped to think about us otherwise.  »

« In reality many data approaches do almost exactly the opposite, identifying the lowest hanging fruit that’s ripe for harvesting and focussing marketing activities on them to drive the most immediate ROI. The work of Binet and Field has highlighted that the result of this has been consistent decreases in marketing effectiveness over the past couple of decades, despite the rise of all these new technologies and approaches. »

« My first advice for brands looking to use more data is to start at the top of their strategy not the bottom of their execution. »

« If you’re letting an algorithm optimise who sees your adverts based on who’s most likely to watch or engage with it are you still chasing your most valuable future customers, or just the most clicky people? What if the audience you need to reach is disengaged and less likely to pay attention to begin with?  »

« There’s a term in TV for the inadvertent audience who accidentally sees your adverts outside of your planned target audience and that’s ‘wastage’. Not a great name for something which fundamentally helps drive your brand and ensure unexpected people are aware of your existence. »

« Above all consider how personalised you really want to get, it’s rarely truly 1:1 and so often you can spare the pain of trying to get and use personal data by looking at broader groups. »

« Our Piri hay fever brand in the UK uses a series of data signals including pollen counts and weather forecasts to activate not just tactical digital spends but also its media weight across Out of Home and even TV. The brand is thus able to use that to deliver a greater share of voice around key relevant moments than its budget would otherwise have allowed. »

« So much of what is easy to measure in digital is not ultimately what drives results in the real world, and so much of real-world value is still hard to measure in real time despite the promises of new technology. »

« Do we really think adverts on celebrity plastic surgery slideshow sites perform better than a placement in high quality journalism? Again, trying to use data to optimise in the right direction can accidentally exclude key audiences if not done right.

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