BXP - April 2017 - 39

THE DEBATE

39

objectives), why would an estimated 40% to

Marketing and creatives must be students of

80% of all new, fully researched, products fail?

life. The modern consumer is a living perfor-

P&G, a company that played great lip service to

mance of self-one broadcast on a digital stage.

innovation, has gained a reputation for system-

I have taken designers, marketing and business

ization and a regimented process based heavily

professionals on urban field trips to locations in

on analytics. Not even P&G hits the nail on the

their own cities they did not know existed. Many

head every time. One wonders whether the

are surprised to see the innovation so often

measurement of the measurements might have

found in boutiques and public art among other

been better allocated to more human direct

things. Many a fashion designer has never seen

interaction.

one of their designs on a size 22 human body;
it's high time they did.

Yet, the film, Titanic, almost went direct to DVD
because it did not test well. Analytics did not

It is if many of these highly paid professionals,

take into account that the film would find an au-

the same ones I take on field trips never leave

dience who would pay to see the movie, again

their offices, relying instead on numbers; analyt-

and again and again.
We've just come off a hotly battled Presidential
election in which the sheer magnitude of failed
analytics shocked even laymen. The same was
true for Brexit. The surprise of both these political outcomes should cause many researchers to
go back and question how and why advanced
analytics failed to predict two of today's most
recent analytically overloaded, marketing
catastrophes. In short, analytics are not what

"The world
has enough
need; analytics
should not
be the cause
of creating
artificial new
ones."

ics to drive innovation in a world that they may
not even know. Those charged with innovation
must respect the cultural innovation that lives
just below their noses and juxtapose what they
see with the statistics they are provided.
How can marketers and designers become better at collaborating with data scientists?
This question should be reversed. Data scientists are not without bias and almost always draw sweeping conclusions based upon

drive innovation. They are enzymes that only

interpretation of data which may or may not

work within an eco-system of consumer under-

have been posed to the most appropriate popu-

standing and appreciation. The answer to your

lations or may contain very nuanced observa-

question is deceptively simple, the answer to

tions that may be too subtle and thus ignored.

how analytics is escalating innovation is that

Product development should isolate hypothesis,

they don't-at least not by themselves.

based upon actual cultural and consumer behavior, and use these observations to make cre-

How can brands collect better data for use

ative leaps towards identification of what would

in superior brand experience creation and

or would not constitute innovation. Only then

design?

should the real collaboration begin-a map by

First, we must reconsider the definition of

which both the data scientists and innovative

data. Popular culture, bad magazines, museum

marketing and creative professionals test and

exhibits, experimental theater, political shifts

retest technology and other product attributes

and everything that touches consumers' lives

that correspond with real consumers' lives.

are data.

BXPMAGAZINE.COM


http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - April 2017

Bxp - April 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Spicing It Up
Going High End
Makeover Challenge 2017
Using Design to Engage From Screen to Shelf
The Debate
The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
Index of Advertisers
The List
BXP - April 2017 - Intro
BXP - April 2017 - BB1
BXP - April 2017 - BB2
BXP - April 2017 - Bxp - April 2017
BXP - April 2017 - Cover2
BXP - April 2017 - 1
BXP - April 2017 - Contents
BXP - April 2017 - 3
BXP - April 2017 - 4
BXP - April 2017 - 5
BXP - April 2017 - Editor’s Letter
BXP - April 2017 - 7
BXP - April 2017 - The Scene
BXP - April 2017 - 9
BXP - April 2017 - 10
BXP - April 2017 - 11
BXP - April 2017 - 12
BXP - April 2017 - 13
BXP - April 2017 - Chief Experience Officer Series: Spicing It Up
BXP - April 2017 - 15
BXP - April 2017 - 16
BXP - April 2017 - 17
BXP - April 2017 - 18
BXP - April 2017 - 19
BXP - April 2017 - Going High End
BXP - April 2017 - 21
BXP - April 2017 - 22
BXP - April 2017 - 23
BXP - April 2017 - Makeover Challenge 2017
BXP - April 2017 - 25
BXP - April 2017 - 26
BXP - April 2017 - 27
BXP - April 2017 - 28
BXP - April 2017 - 29
BXP - April 2017 - Using Design to Engage From Screen to Shelf
BXP - April 2017 - 31
BXP - April 2017 - 32
BXP - April 2017 - 33
BXP - April 2017 - The Debate
BXP - April 2017 - 35
BXP - April 2017 - 36
BXP - April 2017 - 37
BXP - April 2017 - 38
BXP - April 2017 - 39
BXP - April 2017 - 40
BXP - April 2017 - 41
BXP - April 2017 - 42
BXP - April 2017 - 43
BXP - April 2017 - 44
BXP - April 2017 - 45
BXP - April 2017 - 46
BXP - April 2017 - 47
BXP - April 2017 - 48
BXP - April 2017 - 49
BXP - April 2017 - 50
BXP - April 2017 - The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
BXP - April 2017 - 52
BXP - April 2017 - 53
BXP - April 2017 - 54
BXP - April 2017 - Index of Advertisers
BXP - April 2017 - The List
BXP - April 2017 - Cover3
BXP - April 2017 - Cover4
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