When Does Big Data come Into Play?

Is there a noticeable difference in how audiences respond to different creative? Consider how to change that on campaigns going forward, so that the pieces drawing a response are used more frequently.

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Time of Day

Is there a specific window during the day that performance is particularly strong? Analyzing something like time of day can tell us a lot about a brand. Is this something that people engage with at work? On weekends?

Sequence of Messaging

Marketers using dynamic creative to build custom units may notice that one sequence or product set outperformed all others. Use that as building block going forward. There’s plenty to glean from these three items alone, and every subsequent campaign results in more learning. We can all agree that wasting money on poor-performing campaigns is foolish, and eventually marketers have to make tough business decisions. But if brands and agencies were willing to learn from what they consider “bad data,” then what looks like a loss turns into a new opportunity and a better marketing strategy. Remember: Chickens come from hatched eggs, not smashed ones.

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