What really makes us click? - Igor Volzhanin, CEO, Datasine & Tania Feeley, Managing Partner, RAPP London

1. Using AI and psychology to
create better personalised
content
WHAT REALLY MAKES US CLICK?

2. CENTAUR CHESS?

3. “Data data
everywhere and
not a thought to
think”
Prof. John Allen Paulos,
Mathematician

4. “Half of my
marketing
doesn’t work. I
just don’t know
which half”
John Wannamaker,
Marketing Pioneer

5. WHAT IF WE’VE ONLY BEEN
LOOKING AT HALF THE
STORY?

6. LEMON. HOW THE ADVERTISING BRAIN TURNED SOUR
By Orlando Wood

7. CHANGE THE GAME WITH
CONTENT DATA

8. GAME CHANGING
Marketeers can learn from
the real content pros

9. NOW YOU CAN BE MORE
THINGS TO MORE
PEOPLE

11. TURNING CREATIVE INTO DATA
Atomisation of display creative executions to identify key engagement-driving content elements using AI
Wine
Logo
Cable
Identifyable clusters of creative elements which we
then match to engagement impact by audience
Unsupervised objects

12. THE BEHAVIOURAL
ECONOMISTS WERE
ONLY HALF RIGHT

13. THERE IS NO LOWEST COMMON CREATIVE DENOMINATOR
Using psychology to tap into what makes us individually click
INTROSPECTIVE OUTGOING
More mention of broadband speed (xxMb) Generally a lot more and a lot smaller text
Inanimate objects
Factual
Introverted movie titles/channels available
Introverted activities
Mention os sale (red hot, sizzling)/badass broadband! Shorter, snappier tagline or questions
People/Figures
Bolt
Graphics Sport
Commitment free

14. INTROSPECTIVE OUTGOING
PERSONAL
SUGGESTIONS
• Include White sash upper left
• TV facing left
• Remove TV glow (normal TV)
• Introverted TV (sci-fi series,
Fox, Sky One)
• They love box & remote
• They like the big cable behind
the TV, cable coming from
right hand side
• Glass box television
• TV facing right
• Extraverted TV content
(Universal, Proven Innocent,
SWAT, Dave channel, Sky
Sports, Walking Dead)
• Add depth (horizon)
• Add more extraverted content
• Remove box & remote
• Love multiple TV's

15. PERSONALISED
CONTENT
The differences
can be subtle

16. ‘MIRRORING’
But still “on brand”
Muted / subtle graphic assets
Use of product / pack shot
Use of facts and stats in post copy
More colourful and
exciting graphics
Image shows
multiple people
(group of friends)
Larger, bolder
headline
Mention of ‘friends’
+ emojis to show
multiple friend
groups

17. THE ART OF THE COPYWRITER| Language as well as visuals

18. TheContentGap
Resources available
Traditional production
THE CONTENT GAP
It’s time we automated
Content
Personalisedinteractions

19. 3 KEY LEARNINGS FROM OUR WORK TOGETHER
SUMMARY

20. 1 By atomising and automating we can save on labour
intensive production costs
CONTENT IS DATA

21. 2 By tailoring communications to individuals we can
generate an uplift of up to 50% increase in sales
PEOPLE ARE
INDIVIDUALS

22. 3 By closing the content gap with technology we
make creative directors 80% less grumpy*
*THIS ONE ISN’T GUARANTEED
CREATIVES AND AI
WORK TOGETHER

23. BE MORE CENTAUR
Thank you.