Creativity, the key to blossoming data’s full potential

Take a look at Sears, the 130-year-old U.S. retail giant, as an example. Leveraging the power of data and automation, Sears analyzed its 60 million online shoppers on some incredibly important data points, including what they’re looking for - past and present - as well as their stage in life. With those metrics in its back pocket, Sears succeeded in delivering more relevant content and offers, driving greater revenue as well as customer loyalty.

 

The fundamental shift was made when Sears realized that the traditional “let’s show every visitor picnic products on a sunny day” kind of marketing strategy was no longer valid. What a marketer now needs is a personalization framework: showing DIY enthusiasts personal offers such as self-assembly outdoor coffee tables is a way to boost revenue and enhance customer satisfaction. Consumers nowadays are bombarded with an endless stream of content surging through from countless media and devices; apart from the content that immediatelyrelevant to oneself, everything else is meaningless.

 

Operating in more than 70 countries around the world, one of the world’s largest hotel groups Marriott International also applies data to engage with a wide range of travelers. By analyzing its customer database, Marriott was able to offer travelers personalized stays by providing them with the right services at the right time. As a result, total bookings ramped up on digital channels, and a 50% increase in Marriott Rewards enrollments enlarged the company’s pool of loyal customers.

 

In the past, companies had to spend a considerable amount of money and marketing resourcesto achieve this level of personalization. However, with data referred to as the “new oil” of the 21st century and marketing technology hailed as the key to automation, it has become possible to devise simple cost-effective yet intricate marketing strategies.

 

Taking all this into consideration, one might ask if the human brain no longer plays a role in current day technology-driven marketing. A case study about Snickers presents an answer to this question: the chocolate bar brand’s “You’re Not You When You’re Hungry” campaign issued a condoling message to every user who incorrectly typed in one of the 25,000 most often misspelled words. “We aren’t our best when hungry (so, energize with Snickers),” the brand empathized. In just three days, the company locked down more than half a million ad impressions. The two pillars of this marketing success were statistical data – coupled with a brilliant creative idea. The intersection of science and art is still where marketing magic happens. 

 

In the age of Big Data, one can yield outstanding results by combining data with creative thinking that stems from the insights into the minds of human beings and the world. When powerful data analytics and creativity converge, data can blossom into its full potential. Only then will the company be able to arrive at the right solution for captivating customers.