BXP - April 2017 - 38

THE DEBATE

38

expensive analytics is the answer to everything, including the
alleged insight that some use to defend what they believe
and others mistake for innovation. The real question should
be whether reliance on analytics, in isolation, actually always
stimulates products or brands that are demonstrably superior
to what exists. Analytics are tools that can lead to innovation;
they are not innovation themselves. Hence, the real answer to
your question is whether advanced analytics help or hurt the
ability to take the risks that are the hallmark of innovation
Analytics, no matter how sophisticated, are not always reliable or predictive without the mitigating creative leap
of marketing professionals who also consider cultural, socio-economic, political and the all-too-often real yet unspoken needs of consumers. The world has enough need;
analytics should not be the cause of creating artificial new
ones. In contrast, they should focus on how existing needs
can be better addressed.
Take the new operating system for the Apple iPhone: I lost
my ability to easily download my CDs so that I can listen to
them on the go, but I can now take better underwater photos? That's just dumb-not to be confused with innovative.
I would love to see the analytics that prompted the above

Raymond Alexander
Nadeau
Author, Living Brands, Collaboration + Innovation
= Customer Fascination

change. All too often, analytics are used as the ultimate cover-your-behind safety net. So, the answer to your question is
that analytics alone, do not promote meaningful innovation.
It's the interpretation of the analytics in a broader context
and the very human creative leaps that stimulate innovative

Chief creative officer, Living Brands Living Media Communications

products that matter.

Former vice president of new ideas and
global creative director, Coty Inc.

More than analytics alone, direct collaboration through any

Creative director, Imagindustries

number of new interactive digital mechanisms and a resur-

Former associate professor of "The Practice,"
North Carolina State University.

rection of event marketing or experiential marketing as it is
now called are gaining speed as enlightened brand redis-

How is the use of analytics for delivering more innovative

cover the power of consumer touch.

brand experiences changing?
Argumentum ad Populum, Latin for "If many believe so, it is

Analytics are suggestive not definitive and have the capacity

so" is the sometimes unavoidable fallacy that attempts to

to hurt as much as they help. If analytics were the answer to

contend that what is measured and expressed via advanced,

new product innovation and related ROI and ROO (return on

A PR IL 2017

|

BRAND EXPERIENCE



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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