Data-driven design: what does the phrase mean for the modern
day marketing professional?

Data-driven design refers to creative content that is
developed in conjunction with measurable data and analytics, including but not
limited to relevance, engagement, and sentiment.  Data-driven design is the abandoning of
keeping creative content and hard data separate, rather combining them so that
social analytics drives the creative process.

There’s a misconception in marketing/advertising that
data-driven creative content often leads to uninspired, bland design, which in
turn leads to poor ROI.  To put it
simply, that sentiment is false, and any marketing professional not utilizing
data and analytics in the development of creative content is selling themselves
– and more importantly, their client – short.

It’s possible to create a catchy advertisement or marketing
campaign through sheer creativity, but in order to create strong, successful
content that truly resonates with a particular audience data needs to be
utilized in the creative process.  A
marketer needs to know their audience, know the math, and know how to execute.

Some of the most successful brands have used data-driven
design in creative campaigns – you would never be the wiser.  For example, Alex and Ani, the prominent
jewelry brand, utilized data-driven audience retargeting in order to maximize
ROI.  The jewelry chain created different
advertisements for specific segments of their audiences, adapting their
creative content to better fit the consumer.
They utilized the following campaign strategies, all rooted in hard
data:

1) For
consumers less familiar with their brand, Alex and Ani utilized advertisements
that personified elegance and personality with stylish models and photography.

2) For
returning site visitors, Alex and Ani utilized advertisements featuring the
specific jewelry category they’d shown interest in with strategic product
placement.

3) For
returning customers who had purchased product on multiple occasions, Alex and
Ani utilized advertisements that featured lifestyle imagery, loyalty
promotions, and new collections.

Alex and Ani’s data-driven campaign resulted in an amazing 3%
click-through rate, which helped them achieve their highest holiday season
revenue in company history.  Their
campaign and its content wasn’t bland, and it certainly wasn’t unsuccessful.

Marketers should base every decision they make on three
things: logic, data, and ROI.
Ultimately, good design is informed by data and good design is always
successful.

Contributor: Jack Haanraadts, Account Coordinator at
Marketing Maven