Crafting Well-informed Brand Conversations

For new brands, using data to derive relevant customer insights can help bring creative solutions to fruition. Simply put, having more data about your audience before engaging with them can make it easier to have relevant conversations with them once you begin. When we better understand the customers’ wants, needs, personalities, activities and tendencies, brands are better able to craft messages that resonate. Using data to fuel creative messaging requires the often time-consuming task of mining relevant insights within the numbers, but the effort is well worth it once real human connections are made.

Integrate Analytics and Creative

Once the truth of a brand is uncovered, a creative strategy that has data-gathering capabilities weaved into it can be generated. Some brands lend themselves well to a digital-first approach because, by their very nature, they involve data creation and technological solutions. Other brands may not have a natural fit with digital, but therein lies the challenge! Whichever the case, a successful tactical approach should include analytics integrated within the creative to optimize the brand experience. For instance, branded websites designed to track customer engagement and progress through content can be used to present related content to those same customers during future visits—an approach that can offer a truly customized experience. This data tracking can be applied to display advertising and to CRM programs, where targeted emails can be crafted for customers based on their previous transactions or activities shared with the brand. These are only a few examples of how technology can be used to optimize the creative narrative shared between brand and customer.

If insights gained from an analytical approach can help to inform initial contact with customers, they can be even more powerful when used to evolve the brand narrative. Developing personalized creative based on customer input can help brands break through the white noise that surrounds today’s progressively marketing-savvy consumer. By providing focused, relevant content, data-driven advertising can better capture and hold their attention.

Turning the Brand Story into a Conversation

In this way, technology can be used to present advertising to consumers who are most primed to respond to them. If content is customized and offers relevant experiences, customers may be more open to receiving them. By providing their own input—whether through likes, comments or sharing—consumers can provide valuable insight to a brand, which can then be used to refine, re-define and reshape future creative. Messaging and tone enhancements can evolve through consumer feedback, adding value to both the brand and the consumer. This makes the brand story more like a well-informed conversation where, in the best-case scenario, brand personality and loyalty evolve organically, producing an avid customer base that is ready to advocate for you. When it comes to generating loyalty, it’s not always about the size of the audience or the number of fans, but about using data to help define the right audience and the most reliable of fans.

In summary, it’s imperative that today’s creative minds are also aware of data through the use of tools such as performance testing, analytics and multivariate testing to help craft brand experiences. Testing concepts helps to provide real-time feedback about what consumers are thinking. As technology evolves, so will the ability of creatives to conceive and execute next-level personalized marketing. For a data-driven creative thinker, this is truly an exciting proposition.


  • Glenn Zujew is Vice President Creative Service at Klick Health. Glenn is a 20-year veteran of the new media and health industry who is constantly pushing the boundaries of technology as well as driving Klick’s creative vision and identity.