FutureM 2014 - Art & Science: Creativity vs. Data
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Art & Science: Creativity vs. Data #FUTUREM Robert Davis @heyrobertdav is EVP, Strategy PJA Advertising + Marketing Brendan Stephens @brendansteph en Creative Director Zipcar Millie Park @milliepark Sr. Director, Commerce & Community Zipcar Moderator: Tom Simons Chairman PARTNERS+simo ns
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FutureM 2014 Art & Science: Creativity vs. Data Speakers: Brendan Stephens (@brendanstephens) Creative Director, Zipcar Robert Davis (@heyrobertdavis) EVP, Strategy, PJA Advertising + Marketing Millie Park (@milliepark) Sr. Director, Commerce & Community, Zipcar Technological disruption in marketing is inevitable. Automation is permeating media, advertising, and marketing with the promise of delivering the right brand messaging at the right time across all channels. Marketers can benefit from programmatic buying and other automation, but will that efficiency undermine creativity and humanity? The question of art vs. science isn’t a new one. The balance between creative strategy and media technology will be what separates winning marketing organizations from the losing ones. Can these two competing schools of thought be brought together? This session is a candid and thought-provoking discussion, featuring leaders from the "math" and "mad" schools of thought.
Transcript of FutureM 2014 - Art & Science: Creativity vs. Data
Art & Science: Creativity vs. Data
# F U T U R E M
Robert Davis @heyrobertdavis EVP, StrategyPJA Advertising + Marketing
Brendan Stephens @brendanstephenCreative DirectorZipcar
Millie Park @millieparkSr. Director, Commerce & CommunityZipcar
Moderator:Tom Simons Chairman PARTNERS+simons
Art vs. Science(No, Science vs. Art)
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MILLIE PARK + BRENDAN STEPHENS ZIPCAR
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Promo “light” Promo “heavy”
SUBJECT LINE: Want two days of free driving, Caitlin? We’ve got the deets.
SUBJECT LINE: Our 40% off promotion extended just for you, Caitlin!
The promo heavy subject line and body copy resulted in:– 30% lift in unique click through rate – 300%+ lift in revenue per 1,000 emails sent
…which amounts to a lot of moolah.
Members respond positively to promotion “heavy” copy* *Caution: use sparingly.
SUBJECT LINE AND COPY TEST // 5 for 3
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SUBJECT LINE AND COPY TEST // $29 Overnight
Sometimes it’s okay to stray from formula.(We even did math.)
Got a late night, Kristen? Keep you Zipcar 6pm-8:30am for just $29+ tax.
Starry, starry nights for just $29+ tax, Kristen.
Working late, Kristen? Book your ride home for $29 + tax.
Got a late night, Kristen? Keep you Zipcar 6pm-8:30am for just $29+ tax.
These savings are written in the stars, Kristen.
Relax, Kristen we got your ride covered for $29+ tax.
WINNING SUBJECT LINE: Want a Zipcar for just $2/hour, Kristen? Unique open rate: 36% lift from average Unique click through rate: 69% lift from average Revenue: 172% lift from average
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IMAGE TEST // Refer a Friend Promotion
Believe it or not, we’re not all about cars.
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IMAGE TEST // Refer a Friend Promotion
We’re more about our members.
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IMAGE TEST // Airport Expansion Promotion
We can imagine the scenario.
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IMAGE TEST // Airport Expansion Promotion
Humor goes a long way.
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Creativity & Data
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ROBERT DAVIS, PJA ADVERTISING + MARKETING@heyrobertdavis
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Range of engagement
Awesome! Uh… Everything sucks.
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Data + creativity bell curve
There’s no good
information.
Here’s a bunch of
data.
Here’s a smart brief.
Data says ‘time to
optimize.’
Let’s put 50 headlines in the program.
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The gap.
Hey, get with the program!
Uh, what program is
that?
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Agency: MUH.TAY.ZIK | HOF.FER
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Agency: PJA
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Forging a new understanding.
Inspire with data
Tell stories with data
Drive performance with data
