Magic Numbers: How We Can Weave Data throughout the Digital Experience with Colleen Benko

Colleen Benko joined the code d’azur team in June 2023 as the director of data & insights (CX) to lead the expansion of the company’s data department. Originally from the US, where she began her career at Ernst & Young, she is now based in Amsterdam and joins code d'azur from Nike’s European HQ. She cultivated her skills in digital strategy and analytics as the Nike App growth & strategy lead and during her time on the Data & Analytics team. With a passion for problem-solving and storytelling through data, she is eager to help deliver the ultimate (data-driven) user experience to code’s clients. 

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?

Colleen> The number one question is exactly that: how? Though I’ve only been at code d’azur for three weeks, it has already become clear how enthusiastic teams are - both internal and client teams - to understand how we can weave data throughout the digital experience, from data-driven design and audience targeting to performance tracking and roadmapping. 

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?

Colleen> The goal is to merge the art with the science so that we can support the design process. It is never to impede or overwhelm our creativity with numbers and percentages. In order to make sure that data enhances rather than thwarts, balance is key. You have to know when to let a brainstorm flow freely, and when to incorporate qualitative and quantitative inputs alongside the occasional ‘gut feeling’ from the design experts. 

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?

Colleen> As the former Nike App strategy lead, we used data to inform our member-focused campaigns as well as our tone of voice to our loyal customers. For example, we utilised this approach during the annual Nike App Birthday celebration in July. We tailored the user journey based on member preferences and behaviours, delivering exclusive access to high-heat drops, surprise & delight rewards, and custom messaging. This ultimately led to record-breaking results across engagement and growth for the platform. 

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? 

Colleen> Asking if data is important for their (future) business is, I imagine, akin to companies asking whether or not to invest in digital back in the early 2000’s. Simply put, data is the future. Most companies could benefit from a first party data practice, where it serves to boost their portfolio and offer a well-rounded, comprehensive service to clients. Navigating the regulations, business complexities, and education will require investment, but it will only grow in relevance going forward.

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

Colleen> Data absolutely needs an element of creativity. Data is inherently a creative discipline - asking the right questions, finding innovative solutions, deriving insights and problem-solving through data, translating data into storytelling - all require a level of creativity. 

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?

Colleen> Teams run the risk of extracting or interpreting data in a way that suits a predetermined storyline or conclusion. While crafting a hypothesis is important in a test-and-learn environment, we must be careful not to pick and choose the results that support the story we want to tell. Rather, we should look at the complete picture and understand how we can use the results to guide our decisions. It’s about building a familiarity with data across the organisation, empowering employees with the necessary tools, and asking the right questions. 

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

Colleen> A common misconception is that more data is better. The focus should lie in how the data is used, how insights are applied across touchpoints of a marketing campaign or user journey. An overwhelming level of data can lead to ‘analysis paralysis’, while accumulating an archive of data, dashboards, and A/B test results will not be very effective without the proper application. 

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

Colleen> In this era of rapidly evolving digital landscapes, AI, and first party data (the list goes on), we cannot forget the human element. Whether we’re navigating privacy regulations, designing a digital experience, or debating AI’s impact on the workforce, we must remain human-focused, consumer-focused, user-focused. After all, humans are critical if we are to effectively weave together the art and the science.