Magic Numbers: Mat Bowden Sees Data as a Canvas, Not a Constraint

Mat Bowden serves as the head of digital at Double W Worldwide, where he seamlessly integrates technology and creativity to craft innovative digital strategies. With over a decade of experience, Mat has been instrumental in expanding digital offerings, developing platform-specific campaigns that resonate in today's dynamic digital landscape.

Beginning his career in radio, Mat honed his skills in audience engagement and brand development before transitioning into digital marketing where he combines technology and creativity to craft innovative strategies. With expertise in attention metrics and platform-specific campaigns, Mat is redefining what success looks like in the digital space.

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?

Mat> Clients often ask: "How can data enhance creativity without diluting its edge?" We see data as a canvas, not a constraint. It informs direction but leaves room for imaginative expression that captivates audiences.

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?

Mat> At Double W Worldwide, we ensure data elevates creativity by using it as a foundation, not a constraint. Data informs our decisions, offering insights into audience preferences while leaving room for originality and innovation.

Ultimately data is a reflective tool and when pushing forwards we balance analytical precision with creative intuition, fostering an environment where bold ideas thrive.

Through a test and learn approach, we refine concepts to blend effectiveness with distinctiveness, ensuring our campaigns remain fresh, engaging, and uniquely impactful.

LBB> Can you share with us any examples of projects you’ve worked on where the data really helped boost the creative output in a really exciting way?

Mat> In a recent campaign for a challenger mobile network, we used data to identify key pain points for customers, such as cost and reliability. By crafting creative around these insights, we humanised the brand and exceeded engagement benchmarks. Real customer stories, derived from sentiment analysis, were pivotal in driving authenticity.

This approach demonstrated how data-driven insights can amplify creative output, ensuring relevance while building trust and connection with the audience.

LBB> More brands are working to create their own first party data practice - how can a brand figure out whether that’s something that is relevant or important for their business?

Mat> A brand’s decision to invest in first-party data should hinge on two key questions:

1. Does it deepen your understanding of your audience?

2. Can it drive better personalisation at scale?

If the answer is yes, building a first-party data strategy is critical. It gives brands control over insights that can be turned into competitive advantages, enabling them to deliver tailored, impactful experiences while reducing reliance on third-party data sources, whilst remaining respectful to relevant privacy legislation.

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

Mat> Data should be a springboard, not a straitjacket. Too often, brands treat data as a checklist, squeezing every drop of life out of creativity. Instead, we flip the script: data fuels bold ideas by exposing hidden opportunities, unexpected behaviours, and untapped audiences. The magic happens when you use data to take creative risks, not play it safe. After all, the most memorable campaigns don’t just crunch numbers - they challenge them. 

LBB> "Lies, damned lies, and statistics" - how can brands and creative make sure that they’re really seeing what they think they’re seeing (or want to see) in the data, or that they’re not misusing data?

Mat> Brands must guard against confirmation bias in data interpretation. We emphasise triangulation - cross-referencing multiple data sources to validate findings. A transparent methodology ensures we’re not just “seeing what we want to see. A line you’ll always hear the team at Double W Worldwide say is “we aren’t married to our ideas”, and that’s the same for data… the other is “make the task the boss” – nothing else matters when you want results.   

LBB> What are your thoughts about trust in data - to what extent is uncertainty and a lack of trust in data (or data sources) an issue and what are your thoughts on that?

Mat> Trust begins with the source. We prioritise data integrity by collaborating with reputable partners and employing rigorous internal validation processes. Transparency in our methodologies is key to building confidence among clients and stakeholders.

Like any strong relationship, trust takes time to establish, but we’re committed to being open about our methods and sharing insights into how our strategies work. We take a collaborative approach, empowering clients with the knowledge and tools they need to effectively leverage digital platforms for long-term success.

LBB> With so many different regulatory systems in different markets regarding data and privacy around the world - as well as different cultural views about privacy - what’s the key to creating a joined up data strategy at a global level that’s also adaptable to local nuances?

Mat> A global data strategy needs a universal framework for security and transparency, paired with local adaptability for cultural and regulatory nuances. Centralise the essentials, but empower local markets to tailor the execution - balancing consistency with flexibility to build trust worldwide.

LBB> What does a responsible data practice look like?

Mat> A responsible data practice is built on transparency, privacy, and purpose. Consumers must know how their data is used, privacy laws like GDPR must be non-negotiable, and every piece of data collected should serve a clear, consumer-first purpose. It’s not just about compliance - it’s about earning trust by creating value for both the brand and the consumer, ensuring data use is ethical and mutually beneficial.

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

Mat> That data alone guarantees success. The truth is, data is only as powerful as the insights and creativity applied to it. It’s a fantastic tool, but not a solution to all.

Ultimately data is reflective and serves to provide learnings of what has happened in the past. Whilst consideration for this is a necessity, to ensure we find positives and steer away from negatives. You can’t drive forwards if you’re constantly looking in the rear view mirror. 

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

Mat> The key issues in marketing today are the rise of AI in creativity, navigating global privacy regulations, balancing data-driven insights with originality, and adapting to evolving consumer behaviour. Success lies in leveraging these trends while staying agile and human-centric.

Great campaigns are human-centric because connecting with real emotions and needs is the only way to build trust, inspire action, and create lasting impact.