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WHY DATA AND INSIGHT ARE NOTHING WITHOUT THE HUMAN TOUCH

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February 02, 2017

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Brands are pushing for more and more visibility into their customers, video marketing is becoming increasingly data driven.

WHY DATA AND INSIGHT ARE NOTHING WITHOUT THE HUMAN TOUCH

But getting better visibility into this data is now a primary concern for these brands. Both Facebook and Snapchat have been caught in a public spotlight as reports came out that their data and metrics were not accurate. Specifically relating to these two platforms, brands are demanding that new processes and measures are implemented in order to give more transparency into the data the platforms are reporting.

This push towards better, cleaner, and more actionable data is vital if brands want to understand their specific customer base (or potential customer base), in greater detail. Video marketing has changed so that not only do the videos provide metrics, but that these metrics are now being used to create future content – which wasn’t always the case. Video metrics are though, only one part of this new focus on the use of data in the creative environment.

WHAT IS THE DIFFERENCE DATA AND INSIGHT?

Data and insight can be confusing terms, with people often uncertain of the differences between the two. ‘Insight is a non-obvious understanding about your customers’ is a great, and thought provoking, quote. Kevin Davis, Chief Creative Officer at global agency DDB, gives this example of data and insight;

Data: People feed their pets twice a day.

Observation: They tend to feed them at breakfast and dinner.

Insight: People feel guilty about eating in front of their pets.

This insight should then be at the core of the content produced due to, yes, the initial data. That’s because the insight derived from the data allows you to create content that speaks directly to your customers. Through the use of storytelling and emotions, the video content created resonates on a variety of levels with the viewer. It is that which inspires them to take action, and engage further with the brand.

DON'T DEHUMANISE A STORY

This is at the heart of a recent article written by Dave Trott, creative director, copywriter and all round marketer. In the article for Campaign,he extolled the virtues of ‘people’ and that you should not dehumanise a story at the cost of presenting data.

It is imperative that whenever you have analysed your data, and you have the resulting insights, that they are interrogated and included as part of the creative process. When faced with a sheet of answers, statistics or figures it can be easy to forget that there are people behind them. When you have the insights, you need to apply an element of wisdom to them – you need to be able to understand how to translate those insights into a story. It is the story that will resonate with your customers, not the presentation of data. When you only view the pure data you are ignoring human nature, the ability to feel and take independent decisions outside of the social ‘norm’.

SUMMARY

We understand the benefit of data and insight. We know that, by applying the resulting knowledge, we can create a story that resonates and is memorable. Data guides strategy, shapes action and inspires content. But it can only do all of this if it generates tangible insight.

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