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: http://www.theguardian.com/voluntary-sector-network/2014/feb/12/pancreatic-cancer-action-controversial-advert [Accessed 28 Apr. 2016].