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Trends and Insight in association withSynapse Virtual Production
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The Era of Insights: Inside Production’s Data Revolution

18/05/2023
Consultants
Denver, USA
175
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APR enlists the help of experts from across the industry to break down both how data is changing the production landscape, and how content creators can harness its potential to turbocharge their productions

Choice, we’re told, is always a good thing. That may be true - but with our digital era’s consistently complex cascade of information, making the ‘right’ choice has become a fraught process. The rise of data-driven decision-making in the production sector has ensured that it’s never been easier to see the bigger picture; but, on the other hand, that picture has never been so nuanced.

Data from ACERO - APR’s content creation database - helps to flesh this story out. In recent years the database has recorded a rise of 26.5% in unique deliverable combinations, a testament to the increasing specificity and complexity of creative assets being produced by brands across the board. On top of that, one third of APR’s client base is currently working with over one hundred different production partners in order to service their demand for content. 

In short, today’s industry is an intricate web of unprecedented sophistication. Amidst all of that complexity, data is proving to be a reliable tool for brands and content creators alike - provided it’s used wisely. 

To understand more about both how to find the best data possible and how to use it most effectively, APR has enlisted the help of expert voices. To combine the production consultancy’s knowledge with outside expertise, LBB spoke to APR’s group director Trish Murray and APAC MD Jonathan Parker, alongside Arts & Letters’ executive producer Jon Serna and Rich Weinstein, former marketing executive with the likes of The Martin Agency and Wieden + Kennedy, and now associate director of the VCU Brandcenter. 


The Nature of Data 

Firstly, some context. There are countless potential applications for data in the marketing ecosystem, from tracking investments, to navigating the production landscape, or creating hyper-personalised pieces of communication. But, as Jonathan explains, being cognisant of the data you don’t have can be just as valuable as keeping on top of what you do have. 

“The experience APR has in this ever-evolving field helps marketers to identify the data gaps and potential watch-outs in the development of an effective production strategy”, he says. “Our ongoing governance and oversight ensures that the data captured moving forward begins to strengthen future decisions and course corrections”. 

And, as Jonathan goes on to break down, there are tangible rewards for the organisations who are able to start drawing upon reliable data. “In basic terms, brands that remember their audience’s preferences and previous behaviours can create better shopping experiences”, he says. “This in turn ensures variety in their content and in their omni-channel strategy, to engage several different types of content creators. To respond to this growing list of content creators, marketers have to raise the B.A.R.”. 

The ‘B.A.R.’, as APR’s APAC MD goes on to explain, is an acronym used to capture the following terms: 


Behaviour change

Accountability amongst teams 

Responding to the data 


These three components, Jonathan says, are crucial in enacting an effective data strategy. 

Speaking to Rich, we get an idea for the impact of that approach in the day-to-day arena of an ad agency. “At the start of my career, there was almost no role for data with regards to production decisions - most clients would have had their own ratios for 'production to media spend'”, he says. “Since then, we've seen the rise in how production and media are much more inextricably linked  - and data also determines how production budgets should be allocated. We've seen a big shift from what always had been referred to as 'cost consultants' coming in and using data to drive the lowest bid, to the rise of 'production partners' that truly consult with agencies and clients to use data to manage budgets as effectively as possible”.

That last point is crucial. As Rich goes on to note, the definition of managing a budget ‘effectively’ is no longer purely a question of efficiency. Thanks to the sophistication of modern data, there are many more factors which can be taken into account including quality, audience response, and near-countless others. In order to ensure we’re getting the most accurate picture possible, however, there are two themes which emerge from our experts: Specificity, and transparency. 


Specificity & Transparency

“The thing about using data is that it’s a bit like building a plane whilst flying it”, says Jon. 

Having recently brought campaigns from idea to reality for an enormous client in the tech sector, Jon is no stranger to leveraging data to find the answers to complex questions. To find the perfect example of data’s benefit in the chaotic world of production, the Arts & Letters EP looks back to the midst of the pandemic. 

“We were at the stage of assigning budgets for various components of a production, which involved engaging with every country’s specific Covid protocols and how they might impact our work”, he recalls. “As you can imagine, that was incredibly complex given that things were changing almost daily. Fortunately, however, we were working with APR who had all the information and were able to tell us, for example, that the UK had just dropped their Covid protocols at that time. That single piece of information probably saved us tens of thousands of dollars!”. 

Whilst the pandemic could be described as a once-in-a-lifetime event, the world is arguably no less turbulent a place today than it was two years ago. In that sense, having access to live and accurate data can still be a saving grace for production teams. 

And, as Trish explains, the secret to making it count is specificity. “My first piece of advice would be to identify the specific business goals that you hope to achieve through data analysis”, she says. “This will help to focus your efforts and ensure that the data you collect and analyse is relevant and useful”. 

Once your goals are clear, however, there’s still work to be done in ensuring you adhere to them. As Jon tells us, “transparency is key from the beginning. Even before we have an inkling of the job, we bring APR into the process, give them an overview of what we're preparing to do, and then regularly check in with them throughout the whole process”. 

The advantage of that approach, as Trish explains, is critical for ensuring that available data is being used to help across a wide range of areas. “We have many use cases for how data analysis shines a light on pain points, process gaps, and other trends to help improve efficiency and achieve business goals”, she says. “Regular review and analysis is crucial to understanding the data, and getting a clear understanding of whether you are meeting your goals”. 

Specificity and transparency, then, are the watchwords for ensuring content creators are making the most out of their data. On the flipside of that, however, there are certain bad data habits which - so long as we’re aware of them - can be avoided. 


Beyond the Benchmarks

Is comparison the thief of joy? Whilst that might be a question for philosophers, our experts believe it might be the enemy of an effective data strategy. 

“While APR has a large data set, we also realise that with great data comes great responsibility”, says Trish. “There’s a growing trend towards creating industry benchmarks. There’s no doubt they’re useful, but benchmarks are based on averages which aren’t likely to reflect the specific circumstances of an individual company or the nuances of a campaign”. 

Thanks to the increasing availability of data, Trish tells us that clients are looking for more granular information to better define the cost of different aspects of their advertising campaigns. The trouble with that approach, however, is that content creation is not a one-size-fits-all game. 

“Benchmarks are best used as directional data, rather than hard and fast rules”, she says. “We understand that data is not a silver bullet, but when used in conjunction with expert analysis and a deep understanding of our clients’ business, we can drive better outcomes and stay ahead of the curves in the road in a rapidly evolving industry”. 

Reflecting on how to get the most out of data, Jonathan strikes a note of agreement. “The issue here isn’t in obtaining data, as given today’s technology there is an abundance of data to be found. The issue is in making sure that the data gathered is relevant to your business and fuels your decision making process”, he says. “It’s imperative that brands and marketers choose partners who will not only capture that data, but also filter and curate it to ensure it is fit for purpose”. 

That central message - that data is a powerful tool but not a silver bullet - is one which resonates across all of our experts. After all, there’s no denying how potent a marketing weapon data can be, provided it’s being used responsibly and intelligently. 

Getting hold of data, then, is the easy part. What stands to separate a good marketing strategy from a great one, however, is how you use it.

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