Magic Numbers: How Data Unlocks More Detailed Storytelling with Becky Kitlan

Becky has specialised in digital brand transformation since the beginning of her career. 

At GALE, she’s won a Cannes Gold Lion in data-driven targeting for her CRM/loyalty work on Chipotle, while also leading creative on the Hard Rock and Hertz accounts. 

In a past life, Becky has helped define campaigns and experiences for brands like Vans, Gucci, Verizon, Google, Desigual, Kenneth Cole, Mars, and Pfizer.

As a globally awarded creative, her focus on weaving creative insights and use of data to tell stories is what sets her work apart. 

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?

Becky> Relevance. Clients are eager to use data to make a customer’s experience more personal. Brands need to make customers feel known and valued. The big shift is from just driving transitions to building real relationships.

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?

Becky> Using data without creativity or intention is where some brands fall short. When used the right way, data unlocks a vast potential for more detailed storytelling. It allows us to connect in more surprising and more useful ways. The notion that data can’t be human or 'creative' is outdated. It just means there needs to be a shift in thinking.

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?

Becky> This year we launched Chipotle Dopplegänger which won Gold at Cannes. Chipotle has 53 ingredients that can make up to four million combinations. We knew that lots of people take great pride in the specificity of their order… extra cheese, half and half beans, light tomatillo sauce, etc, etc. etc.

But the nationwide order data proves even the unlikeliest combinations get repeated. So, we thought our biggest fans would find it interesting to know someone out there loves their Chipotle in exactly the same way. So, If you order the exact same thing, at the exact same time as someone else, you have a Chipotle Doppelgänger.  

Both of you receive an email telling you which city the other is in, as well as the particulars of your orders. It’s the right balance of relevant and surprising. 

One reason why we loved this idea was that it was genuinely unexpected. Essentially people saw the same info as a receipt – Doppelgänger just packaged up this same data in an unexpected way. 

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?

Becky> Understanding your customers is perhaps the single most critical part of any business - leveraging data is like opening a two-way dialogue from the people who matter most. The best way to understand whether a given bit of information is important is a test and learn mentality. Put another way, 'just try stuff' in a controlled manner and then be open to what you hear. 

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

Becky> That it can’t help create compelling, human-centric stories and campaigns. Also, that it can’t help consumers tell brands what they expect from the brands they consume.