The Art Behind Data Science, Deep Learning, VR, Programmatic Buying and The Next “Now”
Over the years corporate chieftans, social disruptors and savvy black swans have all seen themselves in this artwork–created for us by Modernist Richard Brewer–that depicts the 3 pivots to our approach. In focus we position your brand in relation to a zeitgeist we can leverage and exploit. We achieve clarity by isolating your “dot” or essential truth, then give it the dimension to crush Key Performance Indicators (KPIs). This artwork helps clients negotiate a complicated “prism” of choices that are crucial to creating and nurturing advocates.
We use art to help our clients visualize Data Science more fully before we delve into the details. Getting you from a blank page to a million or two unique visitors requires the tools of the taxonomist. Taxonomy is the technical term for the logic, organization and efficiency that Data Science requires. As long as information is disseminated digitally, this will remain a fundamental art.
Figure 1–from our original sketch:
The 3-Point Process
Data Science and taxonomy are used to implement structure in an “unstructured” world of information. Many articles, books, and presentations provide details on taxonomy methodologies and techniques, but the central, underlying theme always revolves around the three key factors of Information Architecture (IA): business context, content and users. (See Figure 1)
Context is the business environment that impacts our taxonomy–or how it addresses business objectives. In web applications where taxonomy will be used, corporate culture, current brand artifacts and industry “archetypes” are analyzed to create meaningful insights.
Content is all material that is searchable and informative. Unlike traditional “content marketing” or “brand journalism”, we prefer to generate original creative content that drives your brand forward. Original content is superior to curated content and paid content is often spam.
All for one audience > your advocates
Ultimately you want content good enough to create advocates that feel so passionately about your brand that they can’t stop talking about it. The best advocates are those who are already respected as a “third party” opinion which is why our approach leans on media pundits. Media people, at least in theory, have the credibility that a non-professional pundit lacks.*
Beyond this channel, however, we group online advocates into these 7 “archetypes.” These people can be moved from liking to loving to defending your brand.
* According to some estimates, over 92% of what are called “Mommy Bloggers” are paid to say nice things about a brand. Unless you are already a trusted leading SME on a topic (i.e. the Mayo Clinic, Harvard University, Stephen Hawking, Lady Gaga, etc.) most paid content is trusted 72% less than “media sourced” material. Source: Interpublic SMO 2016