i3 - January/February 2017 - 41

saw upwards of a 30 percent increase
in the sale of that same cocktail just by
changing the name and drafting off of
popular culture.

Deadpool was famously an
R rated movie. How do you
balance the risks to the brand?
It absolutely had risks. We will often
work with a brand in advance to
identify what are the right cultural
triggers that align with the brand's
DNA. We will work with their legal
team to understand their risk tolerance
because in today's world, things can
quickly take a turn and consumer
sentiment might change. Because the
two mentions in the film were both
incredibly positive, we chose to leverage
that as an opportunity. Had they been
negative, obviously we wouldn't have
activated it in the way that we had. It's
about assessing a tolerance for risk and
weighing that against the potential
upside of that cultural moment.

What are the tech tools that
you use to track social
moments and insert yourselves
into the conversation?
We are starting to move from
understanding consumers based on
claimed or reported behavior into
observed behavior and ultimately
actual behavior. Observed behavior
is where we're starting to move using
things like social monitoring tools or
social scraping tools. But that only
gives us a glimpse of who we think
consumers might be. It doesn't allow
us to drill into consumers on a oneto-one basis, to really create those
meaningful dialogues that we've
been talking about. We're starting to
understand consumer behavior to the
extent that we can predict it. There
are some partners we have started
to leverage which have algorithms to
predict trending topics before they're
actually scalable.

creepy. What is the consumer's
experience if it's done right?
Understanding consumers and their
receptivity to brand messaging needs to
yield a better consumer experience all
around. It means we need to understand individuals from an opt-in basis,
collecting data and information that
they are willing to give us in exchange
for some sort of value. That can be in
the form of an incentive or in the form
of more relevant or targeted advertising. Unless they receive something in
return for parting with their personal
information, it's kind of all for naught.
From a consumer perspective, it means
being less intrusive, more relevant and
more personalized with the messaging,
the placement and what the consumer
wants from a brand in the end.

Can this personalized,
consensual approach work
for any brand?
The dynamics of the industry have
changed. This approach is not for
a select set of brands. You can be
incredibly meaningful and relevant to
consumers if you truly understand them.
One of our clients, Unilever, has a
number of hair care products. Packaged
goods, you can argue, are a low-interest
category, more commoditized than
most brands or products. They wanted
to communicate their range of hair care
products, everything from TRESemmé
to Dove. We worked to understand
key hair care trends before they were
peaking like no-'poo, which stands for
no shampoo. We quickly realized there
was a way for the brands to be relevant
to consumers by offering them style
tips and hair care tips that were at the
cusp of popular culture.
On a weekly basis, we started
turning out a set of creative assets

that capitalized on these cutting edge
industry trends. We saw a huge uplift
in brand consideration and awareness
simply because we were talking to
consumers in a more relevant way.
Being able to understand consumers
and creating a meaningful dialog with
them can work for any brand, so long as
the brand itself, and the agency partners
that they are working with, have a true
appreciation of how to organically
connect with consumers.

How many other folks in your
industry understand this?
The question really is: are we as an
industry fully embracing the idea
of personalization and knowing the
consumer deeply? That premise is not
new. The adoption of that, however,
has yet to be fully embraced by our
industry. We're still a number of years
away from agency partners truly
understanding that.
As the amount, depth and breadth
of data becomes more available, it is
unlocking a huge amount of potential
to connect with consumers. The more
that happens, the more consumers
appreciate the change in the industry
itself and the faster that will occur. Our
mantra for working is what we call
Adaptive Marketing - the ability to
leverage real-time insights to drive realtime action or decision-making from
a media and a marketing standpoint.
While getting to those answers is often
very complex because of the amount
of data that is coming to the forefront,
ultimately, the better we can understand
that data, the easier our jobs will be.
We will most likely see a steep
learning curve across the industry.
Those that lean into it, whether it's
agencies or brands, will be far better
off as a result. â– 

CREDIT

Understanding and predicting
consumer behavior could feel

"You can be incredibly meaningful
and relevant to consumers if you
truly understand them."

C TA . t e c h / i 3

JANUARY/FEBRUARY 2017

41


http://cta.tech/i3

i3 - January/February 2017

Table of Contents for the Digital Edition of i3 - January/February 2017

Contents
i3 - January/February 2017 - Cover1
i3 - January/February 2017 - Cover2
i3 - January/February 2017 - 1
i3 - January/February 2017 - Contents
i3 - January/February 2017 - 3
i3 - January/February 2017 - 4
i3 - January/February 2017 - 5
i3 - January/February 2017 - 6
i3 - January/February 2017 - 7
i3 - January/February 2017 - 8
i3 - January/February 2017 - 9
i3 - January/February 2017 - 10
i3 - January/February 2017 - 11
i3 - January/February 2017 - 12
i3 - January/February 2017 - 13
i3 - January/February 2017 - 14
i3 - January/February 2017 - 15
i3 - January/February 2017 - 16
i3 - January/February 2017 - 17
i3 - January/February 2017 - 18
i3 - January/February 2017 - 19
i3 - January/February 2017 - 20
i3 - January/February 2017 - 21
i3 - January/February 2017 - 22
i3 - January/February 2017 - 23
i3 - January/February 2017 - 24
i3 - January/February 2017 - 25
i3 - January/February 2017 - 26
i3 - January/February 2017 - 27
i3 - January/February 2017 - 28
i3 - January/February 2017 - 29
i3 - January/February 2017 - 30
i3 - January/February 2017 - 31
i3 - January/February 2017 - 32
i3 - January/February 2017 - 33
i3 - January/February 2017 - 34
i3 - January/February 2017 - 35
i3 - January/February 2017 - 36
i3 - January/February 2017 - 37
i3 - January/February 2017 - 38
i3 - January/February 2017 - 39
i3 - January/February 2017 - 40
i3 - January/February 2017 - 41
i3 - January/February 2017 - 42
i3 - January/February 2017 - 43
i3 - January/February 2017 - 44
i3 - January/February 2017 - 45
i3 - January/February 2017 - 46
i3 - January/February 2017 - 47
i3 - January/February 2017 - 48
i3 - January/February 2017 - 49
i3 - January/February 2017 - 50
i3 - January/February 2017 - 51
i3 - January/February 2017 - 52
i3 - January/February 2017 - 53
i3 - January/February 2017 - 54
i3 - January/February 2017 - 55
i3 - January/February 2017 - 56
i3 - January/February 2017 - 57
i3 - January/February 2017 - 58
i3 - January/February 2017 - 59
i3 - January/February 2017 - 60
i3 - January/February 2017 - 61
i3 - January/February 2017 - 62
i3 - January/February 2017 - 63
i3 - January/February 2017 - 64
i3 - January/February 2017 - 65
i3 - January/February 2017 - 66
i3 - January/February 2017 - 67
i3 - January/February 2017 - 68
i3 - January/February 2017 - 69
i3 - January/February 2017 - 70
i3 - January/February 2017 - 71
i3 - January/February 2017 - 72
i3 - January/February 2017 - 73
i3 - January/February 2017 - 74
i3 - January/February 2017 - 75
i3 - January/February 2017 - 76
i3 - January/February 2017 - 77
i3 - January/February 2017 - 78
i3 - January/February 2017 - 79
i3 - January/February 2017 - 80
i3 - January/February 2017 - 81
i3 - January/February 2017 - 82
i3 - January/February 2017 - 83
i3 - January/February 2017 - 84
i3 - January/February 2017 - 85
i3 - January/February 2017 - 86
i3 - January/February 2017 - 87
i3 - January/February 2017 - 88
i3 - January/February 2017 - 89
i3 - January/February 2017 - 90
i3 - January/February 2017 - 91
i3 - January/February 2017 - 92
i3 - January/February 2017 - 93
i3 - January/February 2017 - 94
i3 - January/February 2017 - 95
i3 - January/February 2017 - 96
i3 - January/February 2017 - 97
i3 - January/February 2017 - 98
i3 - January/February 2017 - 99
i3 - January/February 2017 - 100
i3 - January/February 2017 - 101
i3 - January/February 2017 - 102
i3 - January/February 2017 - 103
i3 - January/February 2017 - 104
i3 - January/February 2017 - 105
i3 - January/February 2017 - 106
i3 - January/February 2017 - Cover3
i3 - January/February 2017 - Cover4
https://www.nxtbook.com/nxtbooks/manifest/i3_20210304
https://www.nxtbook.com/nxtbooks/manifest/i3_20210102
https://www.nxtbook.com/nxtbooks/manifest/i3_20201112
https://www.nxtbook.com/nxtbooks/manifest/i3_20200910
https://www.nxtbook.com/nxtbooks/manifest/i3_20200708
https://www.nxtbook.com/nxtbooks/manifest/i3_20200506
https://www.nxtbook.com/nxtbooks/manifest/i3_20200304
https://www.nxtbook.com/nxtbooks/manifest/i3_20200102
https://www.nxtbook.com/nxtbooks/manifest/i3_20191112
https://www.nxtbook.com/nxtbooks/manifest/i3_20190910
https://www.nxtbook.com/nxtbooks/manifest/i3_20190708
https://www.nxtbook.com/nxtbooks/manifest/i3_20190506
https://www.nxtbook.com/nxtbooks/manifest/i3_20190304
https://www.nxtbook.com/nxtbooks/manifest/i3_20190102
https://www.nxtbook.com/nxtbooks/manifest/i3_20181112
https://www.nxtbook.com/nxtbooks/manifest/i3_20180910
https://www.nxtbook.com/nxtbooks/manifest/i3_20180708
https://www.nxtbook.com/nxtbooks/manifest/i3_20180506
https://www.nxtbook.com/nxtbooks/manifest/i3_20180304
https://www.nxtbook.com/nxtbooks/manifest/i3_20180102
https://www.nxtbook.com/nxtbooks/manifest/i3_20171112
https://www.nxtbook.com/nxtbooks/manifest/i3_20170910
https://www.nxtbook.com/nxtbooks/manifest/i3_20170708
https://www.nxtbook.com/nxtbooks/manifest/i3_20160102
https://www.nxtbook.com/nxtbooks/manifest/i3_20160304
https://www.nxtbook.com/nxtbooks/manifest/i3_20160506
https://www.nxtbook.com/nxtbooks/manifest/i3_20160708
https://www.nxtbook.com/nxtbooks/manifest/i3_20170506
https://www.nxtbook.com/nxtbooks/manifest/i3_20170304
https://www.nxtbook.com/nxtbooks/manifest/i3_20170102
https://www.nxtbook.com/nxtbooks/manifest/i3_20161112
https://www.nxtbook.com/nxtbooks/manifest/i3_20160910
https://www.nxtbookmedia.com