Data-Driven Discovery Is the Future of Advertising
For several weeks leading up to yesterday's election the forecasters were at odds. While traditional polls and pundits predicted an election that was "too close to call," as noted today by Daniel Honan, Nate Silver of the 538 Blog and other quants like the Princeton Election Consortium who use statistical analysis, data modeling and algorithms to predict political outcomes insisted President Obama would easily win reelection.
It's John Henry vs. the Steam Engine for the Big Data age. And following yesterday's election, which Silver correctly predicted in all 50 states, it seems clear that the machines (albeit machines made very smart by very smart humans) are winning. The gut instincts and subjective analysis of traditional experts are simply no match for the clear and valuable insights to be gleaned from big data, sliced and diced by machines programmed by great mathematical minds to ingest and process huge quantities of information.
This phenomenon is happening everywhere, not just in polling and politics. In fact, it’s making its way into the ultimate creative and instinct-driven field, Advertising. At sparks & honey, we have developed a proprietary Culture Mapping platform that allows us to absorb, aggregate and analyze a vast amount of data, leading to valuable consumer and marketing insights that drive everything from product development and strategic planning to marketing communications and branded content. Using algorithms and statistical models developed in-house, we’re combining deep industry expertise with hard-core data science to build a better way for brands to stay in sync with culture and connect with their customers.
And it’s here where we think the most impactful innovations will be born. At the intersection of human intuition and big data lies a world of opportunity awaiting those willing to blaze a fresh path. The pioneers of the next decade will fashion new ways of marrying the incontrovertible value of data with the empathy and understanding that only comes from being human. We look forward to being a part of this new future.
sparks & honey is a next generation agency that helps brands synchronize with culture.
Image courtesy of Shutterstock.
Step inside the unlikely friendship of a former ACLU president and an ultra-conservative Supreme Court Justice.
- Former president of the ACLU Nadine Strossen and Supreme Court Justice Antonin Scalia were unlikely friends. They debated each other at events all over the world, and because of that developed a deep and rewarding friendship – despite their immense differences.
- Scalia, a famous conservative, was invited to circles that were not his "home territory", such as the ACLU, to debate his views. Here, Strossen expresses her gratitude and respect for his commitment to the exchange of ideas.
- "It's really sad that people seem to think that if you disagree with somebody on some issues you can't be mutually respectful, you can't enjoy each other's company, you can't learn from each other and grow in yourself," says Strossen.
- The opinions expressed in this video do not necessarily reflect the views of the Charles Koch Foundation, which encourages the expression of diverse viewpoints within a culture of civil discourse and mutual respect.
Learn how to redesign your job for maximum reward.
- Broaching the question "What is my purpose?" is daunting – it's a grandiose idea, but research can make it a little more approachable if work is where you find your meaning. It turns out you can redesign your job to have maximum purpose.
- There are 3 ways people find meaning at work, what Aaron Hurst calls the three elevations of impact. About a third of the population finds meaning at an individual level, from seeing the direct impact of their work on other people. Another third of people find their purpose at an organizational level. And the last third of people find meaning at a social level.
- "What's interesting about these three elevations of impact is they enable us to find meaning in any job if we approach it the right way. And it shows how accessible purpose can be when we take responsibility for it in our work," says Hurst.
Erik Verlinde has been compared to Einstein for completely rethinking the nature of gravity.
- The Dutch physicist Erik Verlinde's hypothesis describes gravity as an "emergent" force not fundamental.
- The scientist thinks his ideas describe the universe better than existing models, without resorting to "dark matter".
- While some question his previous papers, Verlinde is reworking his ideas as a full-fledged theory.
TuSimple, an autonomous trucking company, has also engaged in test programs with the United States Postal Service and Amazon.
PAUL RATJE / Contributor
- This week, UPS announced that it's working with autonomous trucking startup TuSimple on a pilot project to deliver cargo in Arizona using self-driving trucks.
- UPS has also acquired a minority stake in TuSimple.
- TuSimple hopes its trucks will be fully autonomous — without a human driver — by late 2020, though regulatory questions remain.