Simon Veksner: I can’t wait until data takes over
May 27 2013, 10:12 am | | 3 Comments
By Simon Veksner, head of ideas, Naked Communications Australia
Most creatives aren’t excited about data. But I actually think that ‘true data’ is going to set us free.
Right now, because data-gathering on advertising effectiveness is in its infancy, we are living in an age of seriously shoddy data.
3 Comments
Scamp, as I say in my completed (but yet to be published) book, one day agencies will look back at the methods of ‘research’ that are currently used to ‘measure’ advertising concepts (the same pathetic methods that have plagued advertising for decades), shake their heads and say “Those poor bastards, fancy having to have their work judged by such farcical hocus-pocus dressed up as ‘science’. ”
Yeah. I’m actually jealous of the people who make TV programmes, in this context. The day after a show airs, the figures come in. Bam. Nowhere to hide.
Let’s get a room.