Magic Numbers: Data in the Times of Kangaroos with Raluca Sultan

In 15+ years of brand strategy, Raluca Sultan is (and still am) lucky enough to be part of a multitude of immersing brand stories across culture and cultures- for all, chasing the authenticity of thought by using power of data mixed with the irreverence of human insights. Simple not simplistic. Currently, Raluca is strategy director at Cheil | Centrade.

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?

Raluca> By being strict with the quality of data and irreverent in finding the human insight- everything seen through the iteration lenses. The strategy should be iterative, open to changes- and data can help by having constant monitoring while human insight is able to capture the shifts in cultural moods.

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

Raluca> Data and creativity don’t mix- that’s how the thinking goes, at least for some in our industry. 

After all, how can someone possibly summon the powers of creativity when staring into an abyss of numbers dotting an Excel spreadsheet? But here’s the thing: data isn’t just for analysts and information technologists, creative minds also can use the power of data. 

I believe data can also play a key role in helping make us be more creative- while not replacing our creative instinct. Data will not provide the insight- but it will 'inform' an insight.

This question actually reminds me about a group of friends living in Australia. Tech minds, hence, not only in love of data, but breathing data by pursuing new algorithms for a new self-driving car. I believe that their endeavour will persist for a long time, and the reason behind this is quite unique: kangaroos. These creatures are disrupting the development of the algorithm as their movements are unpredictable and they often hop onto the highways without any prior indication. Thus, the only way for their vision to become a reality is if their algorithm incorporates the unforeseeable movements of the kangaroos.

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?

Raluca> We will always have a degree of ‘misusing’ data- considering that using data means also interpreting those data points. 

The talent and vision of the creative person will be insightful and human therefore, the outcome will be, in the end, self-corrected, i.e. relevant for the intended audience.

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?

Raluca> Indeed, sources are much more important these days than they used to be. Different whitepaper reports from different think tanks, for example, can be biased in their point of view.

Also, I believe that data coming from the ‘walled gardens’ like Meta, for example, should be taken with a grain of salt- as compared with data coming from some Web3 applications. In the future, the next internet iteration, Web3, will play a more vital role in the creator economy- therefore, brands' creativity will want to play a role as well.

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

Raluca> That data alone should determine a marketing strategy.

While, in fact, by interpreting data, marketers will have options because data can open a variety of strategy options: either a risk averse strategy, or a courageous strategy.