Magic Numbers: Cédric Bellenger on Viewing Data as a Tool, Not a Magic Wand
Cédric Bellenger is the managing director of DAC France, a Canadian digital agency with operations in North America and Europe, where he has led operations since 2021 for clients such as Norauto, IKKS, and Orange. With nearly 20 years of experience in digital marketing, he has also held leadership roles at SoLocal Network and Hermès International, building his expertise in digital strategy, reputation management, and data analysis.
Committed to the professional community, Cédric served on the board of Dauphine Alumni and co-founded the Club Digital. He continuously expands his skills, holding several certifications in artificial intelligence and machine learning from DeepLearning.AI and Stanford Online, with a particular focus on natural language processing and model optimisation.
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?
Cédric> Clients come to us with a thirst for connection—they want to know how data can help them go beyond the generic to create content that truly resonates. They’re eager to dive into data to better understand their audiences, aiming to use insights not just for targeting but to shape messaging that feels personalised and authentic. It’s about creating something that feels tailor-made, not templated.
LBB> How can you make sure that data is elevating creative rather than forming a windtunnel effect and knocking all the interesting or unique edges off that make something distinctive?
Cédric> Think of data as a compass, not a blueprint. If data-driven creativity is done right, it should fuel, not flatten, those unique ideas that set a brand apart. At DAC, we see data as a collaborator that adds depth and clarity to creative instincts. The key is to interpret data insights in a way that sparks innovation, keeping the brand's distinctive character front and centre, while still making the message more relatable and resonant.
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?
Cédric> Absolutely. In one retail project, we used behavioural data to rethink the digital customer journey. By analysing not only clicks and conversions but tracking nuanced engagement behaviours, we developed an entirely new page layout that captured customer attention. It was like using data as a secret ingredient—subtle but essential. The result? Customers spent more time on the site and converted at significantly higher rates.
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?
Cédric> First-party data is like gold if your business can leverage it effectively. It’s particularly relevant for brands with direct customer interactions or a strong loyalty component because it enables tailored experiences that build deeper connections. However, it’s a strategic investment, and I advise brands to weigh the benefits carefully, factoring in their customer base and business objectives.
LBB> We talk about data driving creativity, but what are your thoughts about approaching the use of data in a creative way?
Cédric> Using data creatively is about being curious and even a bit daring. It’s not about being constrained by numbers but about reading between the lines. By asking unexpected questions of the data, we often uncover insights that lead to innovative approaches. It’s the art of seeing the story within the stats—those 'Aha!' moments that bring campaigns to life in fresh and memorable ways.
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?
Cédric> It’s all about humility and rigor. When interpreting data, it’s vital to challenge assumptions and ask, “What aren’t we seeing?” A critical eye helps prevent the allure of confirmation bias. At DAC, we value transparency in data collection and are vigilant about validation methods. Data should be a truth-teller, not a storyteller—there’s a big difference.
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?
Cédric> Trust in data is essential, but let’s be honest—it's a journey. In my view, establishing a culture of trust starts with clarity around how data is sourced and used. When clients know that high standards of data governance are in place, it’s easier to build confidence in the insights they’re seeing. We’re committed to safeguarding that trust, which makes our data-driven solutions stronger and more impactful.
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?
Cédric> It’s like being a cultural translator. The challenge lies in creating a global strategy with adaptable frameworks for each market’s unique data privacy expectations and regulations. A flexible yet cohesive approach is crucial for brands with an international footprint, ensuring they stay compliant while respecting the individual concerns and preferences of each audience.
LBB> What does a responsible data practice look like?
Cédric> A responsible data practice respects the individual—it’s as simple as that. We prioritise transparency, informed consent, and ethical use of data, with continuous monitoring to align with changing standards. A responsible data approach reflects a brand’s commitment to trust and integrity, which ultimately strengthens its relationship with customers.
LBB> In your view, what’s the biggest misconception people have around the use of data in marketing?
Cédric> Many think data can answer everything on its own. The reality is, data provides clarity, not the full creative picture. At DAC, we believe that data enriches the creative process but doesn’t replace the human touch. It’s a tool, not a magic wand.
LBB> In terms of live issues in the field, what are the debates or developments that we should be paying attention to right now?
Cédric> The rise of AI in data analysis and creative processes is huge—everyone’s talking about how it will redefine the creative landscape. There’s also a growing focus on real-time data applications in live campaigns and the ethical considerations of predictive analytics. These are discussions worth following closely as they’ll shape the future of how we use data to fuel creativity.
