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Big data has caused big changes in the world of marketing- from predictive analytics to real time personalization, marketing has involved into both a creative and scientific effort. Advertisers today needs to leverage both aspects to create a balanced and effective ads for a modern audience. However, the leap from turning data to ads can be difficult.

We sat down with Emily Panzer, e-Commerce Web Designer at Jonathan Adler, to get her perspective on the latest innovations in ad tech, and how to create ad creative that inspires. 

Q: “How do you balance data-driven strategy and emotionally driven concepts?”

Emily: What we learn from the data is invaluable, but it has to be balanced with brand-right creative. I like to start with hard-working, on-brand creative and tweak based on what the data tells us. There’s no magic formula for the right balance – there’s definitely a bit of intuition involved.

Q: “What are the top three ingredients for creative that amazes and inspires?”

Emily: Fantastic imagery will always evoke a response – it’s the presentation of it that is the moving target. So much goes into the photo shoots, I love to let the imagery really speak for itself and tell the brand story as much as possible with a supporting cast of a strong CTA and a few simple words or tagline to tell the story of the season or marketing initiative.

Q: “How does data help you tell stories and connect with customers?”

Emily: Testing, testing, testing! It’s so interesting to learn about what our customers respond to. The more well-rounded view of your customer – their habits and how they interact with the product – the more you can tailor the product and advertising to them.

Emily QuoteQ: “What’s the number one measure of an awesome marketing campaign?”

Emily: It really depends on the goal of the campaign. Some goals are brand awareness focused and we won’t necessarily see that reflected in revenue. I’m lucky to work for a company that values great design above all, but money speaks really loud for any business. As a creative person I never thought numbers would be so critical to my job, but you have to be able to backup any decision with data.

Q: “How important is personalization to your advertising campaigns?”

Emily: Dynamic ads are great to target specific products a potential customer has been viewing, but otherwise, we don’t use a lot of personalization in our ads. For retargeting ads I keep in mind that the person viewing the ad is familiar with the brand on some level, but familiarity can range from coming to the site for 30 seconds to enter a sweepstakes or a VIP repeat customer, so the creative needs to be broad enough to speak to both.


Want more information on using Big Data in marketing? Download AdRoll’s Big Data and Big Ideas Whitepaper here.