Is Too Much Math Killing Marketing?

2010 SXSWi Panel with Rand Schulman, Ian Jindal, Joanna Burton, Mike Teasdale ... see full wiki

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5 Ratings: +2.6

Event Description:Breakthrough marketing used to come from creative genius, from big ideas, from empathy with customers.But now all the attention goes to rigorous testing and algorithmic approaches to customer insight.So is the science driving out creativity … more

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Who ins? Left or Right Brain!

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a review by doverbey

in the SXSW on Lunch community

Mar 16, 2010

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I knew I would love this session when I heard the Mike Teasdale say "It is better to be interesting and wrong rather than dull and right."

He and and Rand Schulman were great and played of each other very well.

Some of the high level takeaways from Mike Teasdale were:

1) When we start with the data - not the problem

2) We only focus on the things that are easy to measure - does user ratings play a difference YES - you can not build a mathematical model to run the world

3) when it stops us from taking giant leaps

Look up Pizza Hut in the Philippines for a great example of how to go viral offline!

Some of the high level takeaways from Rand Schulman - Schulman Thorogood

What is the sound of creative when no one can hear it?

We are all content engineers - Both left and right brain required

What the fuck is a content engineer

one part creative director and one part data analyst

monitor
measure
maximize - then do it again
you have to collect enough data to make it really real
what's a better call to action - buy today - get half off or buy today - get one for free
how do you know which is better

My Math - creativity without conversion = 0

use the scientific method