4 Ways to Use Data More Effectively from Baker Lambert

17 February 2017

TBWA Worldwide’s global data director is known for combining logic and creativity in his work. Baker Lambert has launched a number of successful campaigns for such global brands, as Nissan, AirBNB, Twitter, Gatorade, Adidas and GoDaddy. As he states, most marketers focus on targeting and ROI, while missing out on using data as a tool to get the message across.

baker lambert and tbwa

In his interview for Ad Age magazine, Baker Lambert points out weak spots that ad agencies and advertisers should improve in their work. 

1. Use data beforehand to be better prepared in the strategy. Data is valuable at each step and should be used from the beginning. It helps agencies plan and forecast, build strategies and find opportunities.

2. Use data as the foundation for creative thinking. Data empowers creatives. But it shouldn’t be just a tool, it can be the basis for creatives too. And vice versa, there shouldn’t be any decisions that are not backed by data. Dashboard and analytics tools can bring a new spectrum of variables that can be taken into account: trends, culture, demographics.

3. Use data to find a new way of presenting the product. Data can be a key to unique performance. You can tell stories of brands in a new way, not used by anyone before. Creative folks are often mislead by the thought that creative thinking can substitute deep data analysis. In reality, it takes both factors for an outstanding campaign.

ad campaign based on data

 

4. Use data as the creative content itself. This advice seems to be obvious. Yet somehow no one has used it before. The data on user behaviour, for instance, can be used in infographics or interactive articles.

ad campaign using the data

Want to learn more?

*

*

*

Web site's Privacy Policy

You Might Also Like
Admixer at DMEXCO @home 2020

2020 is a watershed moment for digital advertising with the announced phase-out of third party cookies, looming IDFA privacy restrictions, and the depleting advertising budgets due to the pandemic.  In light of these profound industry changes, it is vital to keep track of the latest adtech developments, to be able to make informed decisions about […]

Admixer at DMEXCO@home 2020
DMEXCO @home 2020: What to Expect and How to Get Ready

2020 is a watershed moment for digital advertising with the announced phase-out of third party cookies, looming IDFA privacy restrictions, and the depleting advertising budgets due to the pandemic.  In light of these profound industry changes, it is vital to keep track of the latest adtech developments, to be able to make informed decisions about […]

Read more
Ad network history - Admixer blog

When publishers started moving their media assets online, they initially adopted print media practices for monetizing their ad space. They struck direct deals with advertisers for blocks of ads. However, they soon acknowledged that the existing model couldn’t scale, and a lot of inventory remained unsold.  Moreover, advancement in data collection and management made digital […]

Ad network history Thumb- Admixer blog
Ad Network: Past, Present, and Future

When publishers started moving their media assets online, they initially adopted print media practices for monetizing their ad space. They struck direct deals with advertisers for blocks of ads. However, they soon acknowledged that the existing model couldn’t scale, and a lot of inventory remained unsold.  Moreover, advancement in data collection and management made digital […]

Read more
Ad serving basics - Admixer blog

Ad serving is a combination of technology and services that place ads on the website, mobile app, CTV or any other digital platform. It includes the range of functions from delivering ads and targeting users to ad performance reporting and optimizing campaigns based on the results. Previously, we described the key components of the programmatic […]

Ad serving basics- Thumb Admixer blog
Ad Serving 101: Where Advertisers Meet Publishers

Ad serving is a combination of technology and services that place ads on the website, mobile app, CTV or any other digital platform. It includes the range of functions from delivering ads and targeting users to ad performance reporting and optimizing campaigns based on the results. Previously, we described the key components of the programmatic […]

Read more
Stay updated with Admixer