Data. When the word is said a lot of people seem to panic or even completely shut down. Buy why? The South by Southwest Panel, Art Attack: Data as the New Creative Director, hopes to have people understand how useful data can be.
One panelist, Stephanie Gutierrez of Art Machine, says that one of the main topics she will talk about is just how data can make the product more successful.
“A lot of creatives are afraid of data and feel boxed in by having the ‘constraints’ of data,” Gutierrez said. “I want to talk about how data can be harnessed to make content that better serves the intended audience, and is therefore more successful.”
The world is now driven by multitasking, digital platforms and the need to have everything extremely fast and at one’s fingertips. Companies have a very short timeframe, about 3 to 5 seconds, to capture someone’s attention. Creatives are having to think more and more about behavioral data, audience insights and interests. Although data is becoming a major part of the thinking process, there still is a right and a wrong time for it.
One of Gutierrez’s hopes for attendees is for them to be less scared of data and know when to utilize data.
“I hope people walk away from the panel feeling more confident about using data to their advantage, rather than being afraid of it. Conversely, arming them with the information to know when it’s smart to make a creative decision, rather than a data-driven one.”
This will be Gutierrez’s second time moderating a panel, last year being her first. She believes that she will be more prepared for audience questions then she was last year.
“Last year was my first year moderating a panel and I didn’t entirely know what to expect, as far as audience questions or feedback. This year I have more experience in this area and so feel more prepared for my panel this year.”
Aside from her own panel, Gutierrez is looking forward to the breakfast tacos in Austin. She is also looking forward to seeing everyone’s work.
“I really enjoy being around smart people and seeing the creative activations they come up with,” Gutierrez said. “I get inspired by seeing everyone’s work on display.”
Other panelists include Melanie Shreffler of Cassandra, Michele Beno of Viceland and Casey Brickner of Trailer Park.
Saturday, March 10
10:00 p.m. – 5:00 p.m.
Fairmont Congressional C.
Find out more: Art Attack: Data as the New Creative Director
Featured image: SXSW