My first blog – and it’s on the “boring” world of data. Bet you didn’t know you could liken data to the glittering world of the movies?
Concept – your data. A whole world awaits. You need the structure of a sound database, the right analysis tools to get to the numbers and accessibility for all. The data effects everyone in your organisation – your return on investment is key.
Storyboard – you’ve analysed the data, an idea is forming – what direction is it going to take. How’s it going to look. What’s the cost. What’s the return? What’s your plan? Talk it through, establish the scenarios, what’s the ending?
Casting – your marketplace, your audience. Who are you going to talk to. This is your dataset.
Location – your segmentation and distribution method. Data will tell you what, when and to whom.
Costume and make up – the pretty bit! Targeted campaigns that speak to your customer.
Rushes – test, test, test – check the data, then re-edit and test again.
Final cut – happily proofed and ready to roll
Premiere – roll out the red carpet and watch the reviews (results data) come in.
Sounds much more exciting like this!
Right I’m off to create Harry Potter 9…………..
Darren and Lisa are our latest experts to express their point of view – and it just so happens they’re on opposing sides of the aisle. Darren believes that ideas are everything, Lisa believes it’s all in the data.
Watch Darren and Lisa go head to head as they discuss the relative merits of creativity and science. Then cast your vote in our online poll and join the debate.
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Great analogy.
Without wishing to stretch the comparison too far, movie-makers are contemporary storytellers. And on a lower budget-scale, so are advertisers – particularly in the digital world.
With all the technical and creative tricks that today’s films use to engage audiences – just think how far CGI has come in 15 years – a film can still be a let-down if the narrative doesn’t work.
So, no matter how accurate, insightful and targeted the data, without a great idea it will always struggle to tell a compelling story.
Think Avatar. Epic on every level apart from the originality of the plot. Miss the story, miss the target.