Dive summary:
- If used creatively, data can inform not just marketing but product development; five brands are setting examples of how creative data use is done. [see full list at Digiday]
- Indigestion reliever Pepto-Bismal turned around slowing sales by recognizing the mention of their product for hangovers; the brand begin marketing their product as a way to prevent hangovers.
- In addition to providing show and movie suggestions, Netflix is leveraging its data to predict which canceled shows to bring to its format.
From the article:
"Online retailer Bonobos saw a lot of demand for more casual button-down shirts from customers on social media and via what it’s customer service specialists were hearing day in and day out from customers. Bonobos first rolled out in 2007, specializing in men’s casual and dress pants. But the data showed that guys buy more shirts than they buy pants. The data piqued Bonobos’ interest in getting into the sport shirts category. With that, Bonobos designed its 'better fitting' shirt line, which is now its bestselling product."
