Hear a panel of industry leading CPG and Automotive brands and agencies including AOL, The Wonderfactory and Weber Shandwick have a lively discussion on the role of modern data science in advancing the marketing strategies of leading consumer marketers and how they view data and insights effecting creativity and performance of their organizations. View More

While data and analytics have traditionally been used extensively to gauge consumer reaction to creative concepts, the application of deeper data, trends, and insights to the upstream content strategy and creative development process is in its nascent stages.

The goal of applying data to the development process is not to create formulaic content that simply delivers against a prescribed list of mandatories. We need deeper audience and behavioral insights in order to develop a range of stories, narrative forms, and experiences that best appeal to the audiences we seek to engage.

For example, what if creative teams knew that Millennials don’t truly respond to sarcasm? Or Boomers are five times more likely to share a video that made them cry instead of one that made them laugh?

The hope is to better inform content strategy that transforms brand experiences and is more likely to drive meaningful consumer attention, engagement and persuasion.
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