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Magic Numbers: Challenging the Origins of Data with John Cunningham

23/08/2022
Advertising Agency
London, UK
100
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UNLIMITED's chief technology officer on making data useful, challenging clients and embracing the machine instead of beating it with sticks

With over 24 years in digital, John bridges the gap between theory and pragmatic innovation for clients, working across technology, CX/UX, design and data disciplines. He has worked with some of the world’s biggest brands globally including HSBC, Credit Suisse, Audi, GSK, P&G, Unilever, McDonalds and Ford to name a few. Before joining UNLIMITED in 2020 he was group chief technology officer at Wunderman Thompson working with IBM, Salesforce, Sitecore and Adobe for clients such as Unilever, Shell, Volkswagen and BT. Prior to Wunderman Thompson he was Global CTO for POSSIBLE and International CTO at Razorfish & Rosetta overseeing all technology capabilities for clients. He is also a contributor to ArtsThread and has supported them in engaging industry and helping creative grads find work and has advised on platform technology fit and market opportunities for their products.


LBB> What’s the number one question that clients are coming to you with when it comes to how they can better use data to enhance the creativity of their content and experiences?

John> It’s back to front, they ask what we can personalise (using data), and I ask them why, not how, they will personalise to enhance content and experiences - what is the value exchange for the customer? How will they use the data to drive material change for their customers, and not just their business? This is especially important when you see surveys that say that customers are more interested in experiences or content that offers to make their lives better, in however small a way. It needs to be useful, and enjoyable and makes them take something positive away.


LBB> How can you make sure that data is elevating creative rather than forming a wind tunnel effect and knocking all the interesting or unique edges off that make something distinctive?

John> That is an interesting and ongoing debate I have with my cousin, a creative director. My argument is data and automation can free creatives from many repetitive and mundane tasks, once humans crack the big idea that data can be used to show applicability and resonance with a particular segment or group of people, and how it might need to be nuanced for that group - it doesn’t stop the inception of that original thought. In fact, when I talk to planners and creatives that embrace data, they say it gives them a much more refined starting point. Embrace the machine, don’t beat it with sticks.


LBB> We talk about data driving creativity, but what are your thoughts about approaching the use of data in a creative way?

John> At UNLIMITED we have been building out our LUCA platform, a combination of AI/ML cloud-based services as well as some more exotic NLG based services to surface insights in a much more human friendly. It is part of our Human Understanding Lab’s suite of tools and the goal is to use technology and data to do all the heavy lifting for humans who move into a curation role as opposed to a generation type role. Using technology in this way helps to embed human understanding into the working process – it’s helping free up creative’s time to give them the space to do more value-added work, which is ultimately more enjoyable and fulfilling. As well as automation, we can utilise data to infuse creative ideas with great insights, supporting the process by giving quick, easy access to real-time data. We are in the process of allowing our teams to use natural language to ask questions of LUCA, with the first iterations using guard rails to answer specific use cases and also write copy based on brand and product attributes. I have other endless heated conversations with my cousin about this. But if he wants to have his copywriters go brain dead writing 20+ versions of a TK Maxx ad, jog on.


LBB> In your view, what’s the biggest misconception people have around the use of data in marketing?

John> I think clients in general assume that what agencies produce is grounded in evidence, backed by the data… in Marketing. I think the reality is more gut feel than that and if data is used, it’s cherry-picked to back up territory or idea they want to pursue. I’d always challenge clients to look at where an idea comes from and what data and insights gave birth to it, if the agency cannot do that, your building on gut feel and literally making stuff up. Evidence-based is always the best way.


LBB> In terms of live issues in the field, what are the debates or developments that we should be paying attention to right now?

John> Right now, we should be looking at The Metaverse(‘s) - who owns the data? Who has access to it and where does it leak? The hardware makers don’t own or manage the software, and the software makers don’t manage or are responsible for what people build with it and let out into the wild, so in that long chain who is looking after my interests and protecting me?

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