How to use data to improve advertising and marketing, how to automate marketing without loosing the human touch and how to also establish a culture of analysis and optimization. This presentation will guide you through the most important trends in the field and present actionable examples that you can use in your everyday marketing. (Commented version of my talk at Webbdagarna 2015 in Stockholm) Included Cases: - British Airways #lookup - Nike+ "Outdo You in 2015" (AKQA, McBess) - AdWords Scripts / Realtime Weather Data - AdWords Scripts / Traffic Connection Data - Data driven Newsletter Campaign (Remarketing) - 3D printed AdWords Reporting (Vision Award) Design: Alessandra Angelucci

1. D A T A
M E E T S
C R E A T I V I T Y
Tobias Zehnder
Webrepublic

2. @tozehnder
Since the early days of
mankind, people used their
imagination and creativity to
get other people’s attention.

3. The Digital Universe
4.4ZB
2013
IDC, 2014
iPad Air – 0.29 thick, 128 GB
0.7stack
44ZB
2020
6.6stack

4. #lookup
British Airways connected
a billboard with real-time
flight information to
raise awareness for their
European flights.

5. Data vs Creativity
Knowledge
@tozehnder
Optimization Creativity

6. Nike created personalised videos
for its 100’000 most active runners,
based on their personal training data.

7. To really combine data and creativity,
you need to establish a
Culture
of Collaboration

8. WeatherAPI
@tozehnderTriggering AdWords ads based on real-time weather data

9. ConnectionAds
@tozehnderOutsmarting cars: AdWords script that triggers ads if the train connection is faster.

10. NewsletterAds
Social Rockstars
2 Authentic
Testimonials
3
True Fans
1
@tozehnder
Creating an integrated ad campaign that makes banners more relevant.

11. NewsletterAds
Amplify
4
@tozehnder
+300% CTR
+350% Conversion Rate

12. 3DReporting
1Data
2
3D Model
@tozehnder
Creating the world’s first truly
tangible AdWords reporting.

13. 3
3DReporting
Printing
@tozehnder

14. 3DReporting
4Prototypes
@tozehnder

15. 3DReporting
5Shipping
@tozehnder

16. @tozehnder
Creativity →
Relevancy →
← People
← Data
← Collaboration

17. @tozehnder | Webrepublic
B I G D A T A
B I G I D E A S
demands