The Datasine team
28.05.2020

Are you blinded by data?

Learn how developing an Integrator Mindset can help you to creatively personalise and build genuine relationships with your customers

‘Modern marketing is all about personalisation’. You’ve probably heard this a thousand times. You’re probably sick of hearing about it. After all, the importance of personalisation is drummed into modern marketers at every opportunity.

This is for good reason. The stats back up everything said about personalisation – and then some. For example:

  • 74% of consumers surveyed by Instapage (2019) said that they felt frustrated when web content was not personalised.
  • 59% of consumers surveyed by Salesforce (2019) said that personalised engagement based on past interactions was very important to winning their business.
  • 80% of consumers surveyed by Epsil (2019) said that they would be more likely to make a purchase from a brand which provided a personalised experience.

Importance of personalisation in marketing

How do you personalise? We all know the answer to this, too. Or we think we do. It’s data, right? We personalise using data. Data gathered on customer behaviour lets us segment our customers, enabling us to deliver more intensively targeted (and therefore – at least in theory – personalised) content.

Well, you’re not wrong. Data has a huge part to play in personalisation. But, personalised content is not the endgame of a marketing piece. It’s a means to an end. When it’s working properly, personalisation works by building a relationship with customers. It’s that relationship which leads to conversions.

Data is a keystone of marketing, but it can only take personalisation so far. It can provide you with some insights – but those insights are only really relevant to the data source itself.

What do we mean? Well, if you’re trying to drive personalisation with insights drawn from transactional data, your content will inevitably end up sounding transactional. Sure, it will help people to find the product or service they’re looking for – but will it help to further the brand/customer relationship?

In order to get that all-important brand/consumer relationship, it’s time to think a bit more flexibly about data. You need to treat it as a piece of a much wider and much more creative marketing picture. You need to integrate it with your creative practices – and vice versa.

You need to develop an Integrator Mindset.

Netflix are a great example of the kind of relationship-building personalisation that can be achieved with an Integrator Mindset.

They seamlessly integrate their data with an interface creatively designed and optimised for the very best user experience. They combine creativity with machine learning to tailor their interface to the individual preferences of the user. The results speak for themselves.

How can you develop this Integrator Mindset, and transform your personalisation from transactional to truly relational? Read on, and we’ll tell you.

Use data to empower – not overwrite – creativity

Creativity has always been at the heart of marketing. Marketing as an industry thrives on innovative, creative content which entertains, intrigues, and engages consumers. In fact, a recent study by Nielsen found that 47% of the total contribution to sales from ads comes from creatives and the creative content they produce.

But, in this modern ‘data boom’, you could be forgiven for thinking that creativity was falling behind data in importance. 97% of companies are even now busily investing in data tech, despite the fact that it’s creativity which really brings home the bacon.

It’s not by any means wrong to invest in data practices. After all, without data on your audience, it would be harder than ever to get to know them. But concentrating too hard on data can leave creativity in the dark.

With data enabling us to predict and quantify customer behaviour, many brands are relying heavily on data to inform their creative content. The problem is, transactional data gives the same kinds of insights (with only minor brand-based variation) across the board. This rapidly leads to a huge drop in creative innovation and diversity.

With brand after brand producing content based on transactional data, very similar formats begin to emerge. And these quickly become stale.

Creativity thrives upon risk and innovation – while data deals in the predictable and quantifiable. On the face of it, the two seem naturally incompatible.

In fact, however, thinking a bit more fluidly about both data and creativity can yield truly fantastic results. Data, when looked at with an Integrator Mindset, can empower and drive creativity.

In order to make data work in this way, modern marketers need to be what we at datasine call “Data Alchemists” – melding data and creativity to create a strong alloy, rather than focusing on one at the expense of another.

Using data to build intuitive relationships

As we mentioned above, marketing is all about building relationships between brands and customers. If you’re relying solely on transactional data to do this, you’re only ever going to have a transactional relationship.

Think about how you build a relationship in real life.

When you’re having a face-to-face conversation with someone, you can see the expressions flit across their face, hear the nuances flow through their tone. You’re receiving ‘behavioural data’ from their every reaction, every inflection, every quirk of the eyebrow and twitch of the lips.

It’s this ‘data’ that we use to steer our relationships with other humans. We do it instinctively – when someone laughs at a joke, our subconscious makes a note of the kind of humour they like. When their voice takes on a sad or worried tone, we steer the conversation accordingly.

It’s this kind of instinctive understanding (and the way we use that understanding to respond) which makes face-to-face interactions genuine. And it’s that element of genuineness which builds strong relationships.

Genuine human conversations are a perfect example of data and creativity empowering one another. When your friend smiles, you receive the ‘data’ that they are pleased. You then use your creativity to keep the conversation on that pleasing level, or to bring up what pleased them again (perhaps when you need to cheer them up).

But, of course, there’s more to this than a basic transaction. When your friend smiles, you don’t just receive the transactional data (‘This person is pleased’). You get a much more detailed insight. You don’t just know that they’re pleased – you also (hopefully!) know why they’re pleased. It’s this deeper data that you use to make those relationship-building creative responses.

That’s the kind of deep insight that someone with an Integrator Mindset seeks from their data.

The Integrator Mindset

Of course, a brand/customer relationship is always going to be more transactional than a regular relationship. You can’t become best friends with every one of your customers.

And, of course, it’s impossible to personalise your marketing on the kind of face-to-face level we’re describing here. This becomes more and more true as you scale.

However, you can still get that flavour of genuine human connection – even at scale. Those with Integrator Mindsets know that blending data and creativity can give us the kind of deep, granular insights into our customers that will help us to build those genuine relationships.

The term ‘Integrator Mindset’ comes from a 2018 McKinsey study. McKinsey concluded that “companies that harness creativity and data in tandem have growth rates twice as high as companies that don’t”. They referred to these companies as ‘Integrators’, and described their marketers as having ‘Integrator Mindsets’.

The integrator mindset in marketing

Someone with an Integrator Mindset can mix data in the creative crucible, and turn it into marketing gold. They can use it to create the kind of personalised content which is so seamlessly pitched that it doesn’t even feel personalised – it feels as though everything is naturally, perfectly, just the way the customer likes it.

Integrators do not just look at transactional data. They view their creative content as data, and draw important behavioural insights about their audience from this ‘creative data’. They can then pour these data insights back into the creative mix, enabling them to create innovative content empowered with a deep understanding of the relevant audiences.

It sounds impossible, we know. But, with the right data and a sophisticated AI, it’s actually quite simple. The process involves something we call ‘Content Atomisation’, which transforms images into data, extracts behavioural information, and delivers actionable insights at scale.

We’ll explain more how it works in the coming weeks. Stay tuned to our blog to find out more by subscribing to our email newsletter!

Beyond prediction, towards understanding

Transactional data can predict what a customer wants to see. A vast amount of creative ad content today is based around these kinds of predictions. But still click through rates are falling. We at datasine believe that this is because predictions based on transactional data are only half the picture.

A truly integrated view doesn’t just predict what a customer wants to see. It gives you a deeper, more nuanced view of the motivations behind their preferences. It tells you why they like what they like.

An integrated view enables you to use creative content as data. This ‘creative data’ will give you huge insights into the kind of creative content you customers care for. And these insights will be on a much, much deeper level than transactional data could ever provide.

Insights drawn from creative data don’t just predict your customers, as though they were automatons. It helps you to understand them, like the humans they are.

And it’s by treating your customers like humans that you’ll get that Holy Grail of marketing – genuine, warm, loyal brand/customer relationships which convert.

Become an Integrator today!

Filter by Category:
Jergan Callebaut
The AI tool marketers are using to increase Facebook campaig...

A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.

READ MORE
Use AI to identify high-converting marketing images

Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.

READ MORE
In Conversation with… Bernardo Nunes, Head of Science at G...

Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.

READ MORE
Adtech vs martech: what’s the difference?

Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.

READ MORE
In Conversation with… Harry Hugo, Co-Founder of The Goat A...

Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.

READ MORE
Forms of personalisation in today’s digital world

Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.

READ MORE
What makes us click? Increase ad performance with creative d...

Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using creative data and AI leads to a steep increase in ad performance.

READ MORE
In Conversation with… Mohamed El Hannaoui, Growth Marketer

Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing

READ MORE
Your images matter: five reasons why

Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.

READ MORE
Facebook Ads A/B test guide

Facebook Ads A/B testing is crucial to understanding what marketing content works best. Datasine’s PPC Manager outlines how Facebook Ads A/B tests work in this simple guide.

READ MORE
What’s the most important part of Facebook Ads? The creati...

The data boom has driven focus on areas such as targeting, brand and reach for Facebook Ads, yet the creative remains the most impactful factor in successful Facebook Ads

READ MORE
Speaker spotlight: Emily Miller, Head of Marketing at Ollie ...

Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.

READ MORE
Five of the best tools for Facebook Ads in 2020

Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.

READ MORE
Growth hacking Facebook ads

Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.

READ MORE
You’ve overlooked creative data. But we’re pioneering a ...

Creative data has been overlooked by marketers. But at Datasine we’ve found a way to drive performance with this powerful data: Content Atomisation – supercharged by AI.

READ MORE
Speaker spotlight: Mitch Platt, UK Country Manager at Growth...

Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.

READ MORE
The “integrators”: Why fusing creativity and data drives...

A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand

READ MORE
Speaker spotlight: Mack Grenfell, Biddable Lead at Babylon H...

Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.

READ MORE
Semantic content analysis will disrupt marketing – for the...

Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.

READ MORE
Running a data-driven marketing team

Data-driven marketing is a key focus for marketing teams today. I spoke with Alessio Pieroni, Head of Marketing at Mindvalley about how to practice it successfully.

READ MORE
Tackling data-driven disruption as a Creative

Data-driven disruption is sweeping through creative industries. We sit down with Wayne Deakin, Executive Creative Director at Huge EMEA to talk about facing it head on.

READ MORE
Nine Mailchimp integrations for personalisation

Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.

READ MORE
In Conversation with… Meagan Healey, Head of Content &...

Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.

READ MORE
Speaker spotlight: Karla Rivershaw, Head of Marketing of Tur...

Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.

READ MORE
IWD: 20 marketing leaders in 2020 [1/2]

For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [1/2]

READ MORE
Which Tokyo 2020 art poster does our AI say is the most enga...

Datasine Connect, Datasine’s AI platform, analysed the 12 official art posters for the Tokyo 2020 Olympic games to discover which was the most engaging for the UK population

READ MORE
The three must-ask questions before a rebrand

Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.

READ MORE
3 simple tips for building better Facebook Ads

Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI

READ MORE
Speaker spotlight: Emma Wynne, Head of Growth Marketing at P...

Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.

READ MORE
Three Mailchimp newsletter growth hacks

Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks. 

READ MORE
Can AI optimise the creative process?

While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives

READ MORE
Marketing 20:20: meet the Speakers

Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler

READ MORE
How to grow your brand using paid social

Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts

READ MORE
Which images make the most successful Facebook ads?

Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.

READ MORE
What is a rebrand? (And what is it not?)

I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.

READ MORE
MAD//Fest Day One: the recap

We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.

READ MORE
The life of a Creative Director – in the age of data and A...

Data and AI are becoming more vital to the role of the Creative Director. Datasine sits down with Alex Colley, Creative Director of ikon, to find out more about the impact tech is having.

READ MORE
IWD: 20 marketing leaders in 2020 [2/2]

For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [2/2]

READ MORE
Mirroring at scale

How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.

READ MORE
Delivering truly personalised email marketing experiences

Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.

READ MORE
How AI is set to transform email marketing

Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.

READ MORE
A quick guide to remarketing with Facebook dynamic ads

Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.

READ MORE
What is segmentation in marketing?

Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.

READ MORE
Five things we learned at Supercharge Marketing

Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.

READ MORE
Make your marketing pandemic proof

In crisis times, marketing budgets get slashed. Here’s how we can support you to stretch your budget further and drive sales – even in the face of a pandemic.

READ MORE
What does your audience want to see from your branding?

Datasine sits down with Flavilla Fongang, Creative Brand Strategist and Founder 3 Colours Rule to talk branding, neuromarketing and the future of the industry

READ MORE
A/B testing is a lie. Here’s the truth.

A/B testing has long been used to find the perfect ad creative – but its effectivess is greatly exaggerated. Here's the truth of A/B testing, and how to find the best creative without it.

READ MORE
AI-powered marketing needs interpretability – and collabor...

Artificial intelligence (AI) should be taking marketing by storm, but its lack of interpretability for most marketers is holding back innovation and adoption.

READ MORE
From binary baby to “Friends selfie”: A (brief) ...

We see thousands of images online every day. We take a trip back over the history of the digital image to see how we got to this point.

READ MORE
How to use AI to optimise your marketing content

AI can drive marketing success by optimising audience targeting and reach but, more importantly, AI optimise your creative content through Content Atomisation.

READ MORE
How to send the right message at the right time, in travel m...

We speak Joe Stevens, Corporate Digital Marketing Manager at Flight Centre about using data to send the right message to the right person at the right time

READ MORE
How to use data to inspire customer loyalty in the travel in...

Lack of customer loyalty is a key problem in the travel industry. We take a look at some of the ways data can tackle the issue.

READ MORE
Creativity back on top: Why creative data will dominate this...

Data-driven marketing has swept through the industry, but the data focus has led to a decline in creativity. But you can combine data and creativity by uncovering your campaign’s creative data.

READ MORE