Going it alone will get you there faster but going together will always take you further. This has never been truer than when thinking about the relationship between data and creativity. Get the balance right and you will always develop stronger ideas. Falling out is all part of the fun as long as you kiss and make up. Our Charlie Lyons and Nils Mork-Ulnes delivered this slide set as part of a Beyond / Hyper Island seminar on data and creativity.

1. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
Thinking big while thinking real..
A Beyond presentation by Charlie Lyons
and Nils Mork-Ulnes
July 2013
data vs hunch

2. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
Works between analysts and
creatives. Generally a bit
crazy....probably as a result of
working with the afore
mentioned teams....
who the hell
are we?
Let’s introduce ourselves !
King of Data!
Leads the analytics team into
a bright future. If you ever
need a restaurant tip he is
your man....
Charlie Lyons
Director
Nils Mork-Ulnes
Head of Analytics
Creative Junkie

3. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
WHAT IS BEYOND?How did we form, what do we do and who do we work with?

4. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
CREDENTIALS?

5. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
INSIGHT
TECHNOLOGY SOCIAL
LESS FINANCIAL RISK, MORE CREATIVE PRECISION, AWESOME RESULTS

6. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
WE drive brand
engagement through the
CREATIVE
applicationof content & technology

7. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
LONDON
BAY AREA
NEW YORK
Our clients drive the social web
... and harness it

8. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
WHAT IS IT REALLY LIKE
OUT THERE?The truth, the whole truth and nothing but the truth....

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RELATIONSHIPS

10. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
want it?
you get
f$cked..

11. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
me sexy!
make

12. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
want it?
youyeah!
hell

13. © Copyright 2013 Beyond. All rights reserved. Private and Confidential

14. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
THE LAY OF THE LAND....

15. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
IT USED TO BE REALLY

16. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
20 years ago
HR Consultants
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
PR
Accountants
Management
Consultants
Branding Agencies
Ad Agencies
Corporate
Training
Consultants
Sales
Consultants
Product design
& innovation
agencies

17. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
and then the web came along
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Brand website
Online ads

18. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
and got useful for more things
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Brand website
Online ads
Social
E-commerce
SEM
“Fun” apps

19. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
and a few more things
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Social analytics
Digital supply chains
Digital transformation /
change management
E-Recruiting
E-Learning
Co-creation
Crowdsourcing
“Serious” apps
Digital product
design & testing
Digital service design
Brand website
Online ads
Social
E-commerce
SEM
“Fun” apps

20. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
everybody’s getting into each others’ business
Just a few examples...
branding
PR
management
consultancies
data
analytics
Design
social
advertising
digital
Accenture
buying Fjord
W+K
aces social with Old Spice
WCG
buying predictive analytics
firm
WPP
buying AKQA
PR + data
analytics
digitalADVertising +
ADVertising+social
+management
consultancies Design

21. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
ad spend has followed eyeballs...
6%
14%
42%
26%
12%
23%
10%
43%
22%
3%
0%
10%
20%
30%
40%
50%
Print Radio TV Internet Mobile
%ofTotalMediaConsumptionTime
orAdvertisingSpending
Time Spent Ad Spend
% of Time Spent in Media vs. % of Advertising Spending, USA 2012
~$20B+
Opportunity
in USA
Internet Ad
= $37B*
Mobile Ad
= $4B*

22. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
the truth

23. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
From scarcity to abundance of data
“WE HAVE PRODUCED MORE DATA IN THE
LAST TWO YEARS THAN IN ALL OF
HISTORY PRIOR TO THAT”
MCKINSEY & CO. 2012

24. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
THE VALUE OF DATA HAS
SHIFTED FROM CREATING
IT TO INTERPRETING IT
AND BEING THE FIRST TO
TAKE ACTION.

25. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
DATA DESCRIBES THINGS AS THEY ARE...
WHICH ISN’T ALWAYS A NEAT STORY

26. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
explanation
an
our limited ability to look at
Narrative Fallacies -
into them..
sequences of facts without weaving
—Nassim Nicholas Taleb, The Black Swan

27. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
Where this propensity can
go wrong is when it
increases our impression of
understanding.
—Nassim Nicholas Taleb, The Black Swan

28. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
ALGORITHMS TEND TO
PREDICT NATURE BETTER
THAN HUMAN EXPERTS....

29. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
OF 200 COMPARISONS OF CLINICAL
AND STATISTICAL PREDICTIONS
ABOUT 60% HAVE SHOWN
SIGNIFICANTLY BETTER ACCURACY
FOR ALGORITHMS OVER HUMAN
EXPERTS- THINKING FAST AND SLOW

30. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
THE PROBLEM WITH

31. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
when psychology drives behaviour, algorithms fail
price = what the market wants to pay
book value = what accountants think it’s worth
market price to book value - s&p 500 - 1979-2011

32. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
big data is no panacea
With more data, you get more spurious correlations,
more false positives, and erroneous answers.
if the quantity of information is increasing by
2.5 quintillion bytes per day, the amount of
useful information almost certainly isn't.
Most of it is just noise, and the noise is
increasing faster than the signal.
NATE SILVER, AUTHOR OF THE NOISE AND THE SIGNAL

33. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
HOW DO YOU PLAY IN A WORLD THAT IS
WITH DATA BUT RUN
BY EMOTIONS?
BECOMING OBSESSED

34. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
KNOW THE LIMITS AND STRENGTHS
STRENGTHS OF OPINION AND EMPIRICAL PROOF...
...AND ITERATE TO A SOLUTION THROUGH
A DIALOGUE BETWEEN THE TWO

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PROTECT YOUR CREATIVE IDEAS

36. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
WHAT ARE
CLIENTS
LIKE?
REALLY

37. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
CONFUSED!

38. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
M.O.A.S

39. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
MOON.ON.A.STICK

40. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
MOAS?

41. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
USE DATA HERE

42. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
REDUX
YOUR
BRIEFS

43. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
WHITE SPACES

44. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Turning Unstructured data into customer insights
who
influences
them?
where Do they
spend their
time?
What drives
consideration?
What drives
brand
Preference &
emotional
connections?
?

45. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
are there
White space
opportunities
for content?
what do they
search for?
what are they
talking about?
what content
will they
share?
Using social data for customer-centric digital strategies

46. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
Most conversations aren’t about your brand
0.5%
0.5%
99%
You and your competitors
Their needs Brand A Brand B

47. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
Zeitgeist/Cultural
Tensions
Brand Proposition Ideas that
connect
Use data to Locate common ground
Data (search, social) can help you to create a strategy for how the brand proposition
best connects with stakeholders, in ways that make it relevant to them.
The common ground
serves as the blueprint for
how the brand can tell its
story in a relevant way -
based on data-led insights
from search and social
patterns (conversations/
queries). Provides creative
insight and ensures the
plan matches the market
wants/needs.
(HUNCH) (Data)

48. © Copyright 2012 Beyond. All rights reserved. Private and Confidential© Copyright 2013 Beyond. All rights reserved. Private and Confidential
How do you interchange between data and creativity?
DATA VS HUNCH?

49. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
HOW DO YOU PLAY IN A WORLD THAT IS
WITH DATA BUT RUN
BY EMOTIONS?
BECOMING OBSESSED

50. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
i’m gonna
send to me
to outta space...

51. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
this data is
powerful
man,

52. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
so creative
I am
right now!

53. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
blowing my
this is
mind!!

54. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
shiitttt!!!

55. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
Phew......
I love my data!
forgot where I was!
I was having so much fun i

56. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
BRINGING IT ALL
TOGETHER..Short recap on some of these fabulous thoughts...

57. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
IS YOUR FRIEND..

58. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
..BUT ALSO TRUST YOUR GUT!

59. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
Data Hunch

60. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
badass!
i’m a
hunchy
data

61. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
THANK YOU
timefor your
THANK YOU
timefor your
Nils Mork-Ulnes
Head of Analytics
+44 (0)2079 086556
+44 (0)7713 077994
nils@bynd.com
Charlie Lyons
Director
+44 (0)2079 086565
+44(0) 7540 686704
charlie@bynd.com