4 Ways to Use Data More Effectively from Baker Lambert

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?

*
*
*

Your message has been sent successfully.

You Might Also Like
17 best advertising podcasts - Admixer Blog

Podcasts are quickly maturing into a content-rich media format, with an abundance of niche programs about advertising. Since the ongoing health crisis prevents us from going to lectures and marketing meetups, a podcast is a great way to stay in touch with your colleagues and the adtech industry.  CMO of Admixer Anna Yatel said: “In […]

17 best advertising podcasts - Admixer Blog
17 Podcasts to Enhance Your Digital Advertising Strategy in 2020

Podcasts are quickly maturing into a content-rich media format, with an abundance of niche programs about advertising. Since the ongoing health crisis prevents us from going to lectures and marketing meetups, a podcast is a great way to stay in touch with your colleagues and the adtech industry.  CMO of Admixer Anna Yatel said: “In […]

Read more
Programmatic Trends 2020 - Admixer Blog

Programmatic advertising is developing rapidly. According to the eMarketer research, more than 82% of U.S. display ads will be purchased using programmatic in 2020. Programmatic is becoming a dominant model for trading all media types.  Yet, there is a long road for it to cement its positions in the new sectors, like CTV, DOOH, and […]

Programmatic Trends 2020 - Admixer Blog
16 Programmatic Trends Shaping the AdTech Industry in 2020

Programmatic advertising is developing rapidly. According to the eMarketer research, more than 82% of U.S. display ads will be purchased using programmatic in 2020. Programmatic is becoming a dominant model for trading all media types.  Yet, there is a long road for it to cement its positions in the new sectors, like CTV, DOOH, and […]

Read more
Quarantine Chronicles: What to Read, Watch and Listen to - Admixer Blog

Coronavirus pandemic has made millions of people turn to remote work. Social distancing may be an effective measure to stop the virus spread but it also leaves us wondering how to spend the extra free time. We’ve asked our colleagues to share educational content that helps them stay sane during the crisis. Check out the […]

Quarantine Chronicles: What to Read, Watch and Listen to - Admixer Blog
Quarantine Chronicles: What to Read, Watch and Listen to While Distancing

Coronavirus pandemic has made millions of people turn to remote work. Social distancing may be an effective measure to stop the virus spread but it also leaves us wondering how to spend the extra free time. We’ve asked our colleagues to share educational content that helps them stay sane during the crisis. Check out the […]

Read more
Stay updated with Admixer