Stage 2: Data Analytics and Insight

Stage 2: Data Analytics and Insight

Marketers and data are like 2 peas in a pod. Insight from data analytics can provide marketers with way to improve on their content and therefore deliver better personalisation, and an enhanced customer experience by analysing their customers’ behaviours. It’s no wonder that marketers rely so heavily on data that they collect from target publics, as their job is promoting and selling products or services, marketing data analysis is vital for knowing your market so you can sell your public the products or services that they want. It can also assist marketers in finding out who their competitors are and checking for profitability.

People, and lets be honest, computers, collect data and draw out patterns which then can be seen as information that can be used to enhance knowledge, be it market knowledge, product knowledge, consumer knowledge etc.

In one of my earlier posts about controversial advertising [see stage1: controversial advertising. Ad 2],  I briefly discussed use of data analytics when reviewing an advertisement released by the Pancreatic Cancer Action. The PAC had a very limited budget to work with and needed to create something bold and memorable. Having been diagnosed with pancreatic cancer, CEO Ali stunt along with her team conceived the concept of “I wish I had..”, essentially pancreatic cancer sufferers shown in ads saying they wished they had breast, cervical or testicular cancer because their chances of survival would be greater.

“It reflects the genuine insight of many pancreatic cancer patients upon diagnosis, and how it feels to be diagnosed with a disease that leaves you with no hope at all.” (Stunt, 2014)

A fair amount of research  was put in place before releasing the ad to understand what the likely reaction was going to be.

The campaign was exposed to many people, including those who’d been affected by the cancers mentioned in the campaign, as well as those who’d been affected by pancreatic cancer itself.

The results were that once people understood the meaning behind the advert, the risk of genuine offence was very low. Furthermore the response generated was strong and was therefore likely to be effectively memorable.



Stunt, A. (2014). Pancreatic Cancer Action: why we ran a controversial ad campaign. [online] the Guardian. Available at: [Accessed 28 Apr. 2016].


Stage 1: Controversial Advertising. Ad 1

Stage 1: Controversial Advertising. Ad 1

The first ad I will be reviewing was released by a Brazilian based modelling agency Star Models, and was part of their anti anorexia camping ‘You Are Not A Sketch’.  These ads were designed to send across a powerful message to females in regards to body image and run with the tagline ‘Say no to anorexia’.  Star Modelling Agency  used these graphic images of anorexic women standing side by side with their design sketches, to send a powerful message and to give an example of what it would really look like to appear like the women in the sketches.

These confronting images were directed at all females, however I believe the main intended target audiences was teenagers and young adults.

“While obviously adult women have the sense to differentiate between an artistic sketch and an actual human form, we can say from personal experience that there’s a level of subconscious conditioning that affects girls and women when they see this type of imagery.” (Nisita, 2016). 

In today’s society there is such stigma  surrounding body shapes and there is so much emphasis on the latest diet fad or ‘How to loose 10k in JUST 4 weeks!’, its everywhere we look; magazines, TV advertisements, online etc. Sometimes the only way to send a message across effectively is to do so bluntly and without any sugar coating.

Over all I believe that this ad/ campaign was effective …well for the majority of women out there at least. However, there is still a small minority of women, suffering from anoreixa or bulemia, who strive for those body images and consider those frail physiques beautiful.

I would possibly improve the advertisement by adding a an image of the same girls, before they were photo shoot ready, in regular clothes with natural or no makeup, so that there was nothing to make them look more appealing (e.g. makeup and fashionable clothing).

The press article discusses the positive effect of these graphic images, in teaching young women to distinguish reality from fiction and to recognise that a Barbie is a doll and does not have proportionate body size. However there are some people out there who believe that these images will promote anorexia or “thinsperation”.



Nisita, L. (2016). Not A Sketch: The Most Creative Anti-ED Message We’ve Seen Yet. [online] Refinery29. Available at: [Accessed 28 Apr. 2016].




This is an assessment task which is part of my Integrated Marketing Communications subject at Swinburne University of Technology.

As part of this task I am required to address real world integrated marketing communications (IMC) issues and problems across six defined stages, with each stage requiring me to collect relevant artefacts contributing to my folio.