Digging into the data: Translating consumer data into creativity to unlock value

_{Ozlem Ciragoz, Chief Strategy Officer, Mindshare Turkey}

In the world of commerce, people’s purchases, browsing habits, and use of social platforms all translate to a set of highly measurable data points. This means there’s more data available than ever before, but knowing how to use it is what sets winning brands apart.

According to VML’s Brands Don’t Fail… E-Retail 2023 survey, while 74% of business leaders agree that having customer-driven data and insights improves their ROI, 49% said that they find it hard to understand and utilise their data efficiently. 

Consumers, on the other hand, now expect brands to understand their lifestyles, needs and communities. 

The people behind the purchases

Engaging audiences and finding new avenues for growth means connecting consumer data from disparate data points, form intelligent insights and a deeper understanding of consumers’ values, interests and needs. 

As part of Karaca’s Air Pro Cook air fryer product launch, the homewares brand faced a challenge: consumers still did not know what an air fryer was and why they should buy one. In a competitor-saturated market, Karaca knew they needed to truly engage with their customers to cut through the noise. 

Karaca and the GroupM data analytics team worked together to develop a deeper understanding of its consumer base and their needs. They gathered behavioural data from across social media conversations, google searches and food and recipe platforms to create five main personas of air fryer consumers and understand their purchase motivations. These ranged from the ‘Practicals’ looking for speed and practicality to the ‘Status-oriented’ more concerned with the product’s lifestyle offering. Once identified, the brand was able to create messaging and content geared towards these specific consumer personas. 

The result: the campaign was one of the brand’s most successful product launches as 84% of viewers of Karaca’s commercials expressed a desire to purchase the air fryer, with the Air Pro Cook achieving over 40,000 orders and selling out within first week.  

More than ever before, data is enabling brands to garner deeper insights into consumer behaviour and inspire creativity that truly resonates with their audiences. By leveraging high levels of transparency over their own data, brands will be able to build deeper insights that eventually enables them to predict the kinds of bespoke, meaningful consumer experiences that can drive growth.