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Suzanne Michaels From Leo Burnett: Data Won’t Give You A Total Understanding Of People
Manuela Walfenzao| 8 de mayo de 2017
Michaels: La pregunta debería ser ¿qué problema específico queremos resolver con la data?
In this hyper targeted age, can brands truly get to know their customers? For Suzanne Michaels, EVP, Creative Innovation, at Leo Burnett the answer to this is that no amount of data will give you a total understanding of people. “People are constantly evolving -impulsively moment to moment and gradually over time- habits, tastes, tolerances, desires. Our unpredictability is what makes us fascinating” she explained in an interview posted at the agency’s website. Asked if the industry is over-reliant on data and how can they best show clients that we’re using the “right” data, Michaels said that instead of asking what data do we have and how can we use it, we should be asking: “What specific problem are we trying to solve? That’s how you get to the right data.” For successful brands reaching a mass audience in today’s landscape, she said that they must give people something so surprising or engaging that they want to heighten their enjoyment of it by bringing other people into it. “It’s what we’re all after.” Michaels concluded that being data-driven is not “data in; creative idea out,” for her it’s much more fluid than that. “To me, the convergence of data and creativity is a balance of IQ and EQ. Data is IQ. Creativity, wisdom, instinct—that’s EQ. Cultivate both sides and you’ll find yourself in a surprisingly human place.”
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