Facebook IQ: Digital Research and InsightsFacebook IQ: Digital Research and Insights

22. Februar 2018

Using Data to Inspire Creative Briefs

See how hypothesis-driven insights can help drive more successful creative and marketing campaigns.

INHALTE

    A key differentiator of successful businesses in today's mobile world is how they use data to plan, create and build smarter and more effective marketing campaigns. For every marketer — from researchers to planners and strategists — understanding how data can inform creative work can lead to more well-informed strategies and results.

    As we explored in Why Creativity Matters More in the Age of Mobile, mobile consumption is no longer linear — and this is generating data which has given us new levels of insight into our audiences and has allowed us to build and deliver more relevant creative.

    So how exactly can marketers use data more effectively to inspire work that resonates with audiences and drives real business results? By using hypothesis-driven insights, a proven way to incorporate audience-centric data sources into the creative development process to better inform creative briefs and drive real business results.

    When applying the hypothesis-driven insights process to develop creative briefs, we’ve seen that campaigns perform:1

    1.5Xbetter in terms of ad recall lift compared to its respective vertical and regional norms.

    1.3Xbetter in terms of message association lift compared to its respective vertical and regional norms.

    Video: Hypothesis-driven Insights
    Hypothesis-driven insights with Facebook IQPlay Icon

    With hypothesis-driven insights, marketers test their theories about a target audience by analyzing audience-centric data (obtained from things like CRM, surveys or panels, to name a few). Marketers then derive insights from those results to challenge, build on or evolve their hypotheses of that target audience. By building creative concepts based on audience-based insights, marketers have a stronger understanding of their intended audiences and can roll out creative campaigns that better resonate with them and have greater impact.

    Hypothesis-driven insights can streamline and give structure to the sometimes heavy data analysis process. More importantly, this approach keeps marketers focused on the best parts of marketing — making connections with people, creating impact and driving real business results.

    “

    The importance of relevancy in the effectiveness of advertising is undisputed — being interesting to people is key to grabbing their attention, connecting with a compelling message and creating value for your brand.

    — Nico Westermann, Global Strategy and Insights Lead, Facebook

    What it means for marketers

    What it means for marketers

    • Use data as a creative muse.

      As mobile usage continues to rise, the amount of data available to marketers will follow suit. The challenge will continue to be how do we better approach, analyze and interpret large data sets to deliver actionable insights that inform marketing strategies. Using data to complement and inform the creative process will help marketers better resonate with audiences and drive real results.

    • Collaborate across functions in your organization.

      Partner with other teams in your organization with other skillsets — for example research can partner with strategy, or creative with planning — to build on each other's areas of expertise and audience knowledge.

    • Build for people for where they are.

      As people become more complex and their mobile habits continue to evolve, the way we create should follow suit. Being agile, embracing change and building for new behaviors will differentiate the marketers of tomorrow from today.

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