Jessi Julianti

2201924636
Creative Marketing Communication
VBL session 9

01. Please explain, what is the meaning of data, and why do data becoming very important in
developing a marketing communication's campaign?

Basically, data is a collection of information or about something that is obtained through

observation or also searching for certain sources. Data is important in developing marketing
communication campaigns because with data, we can identify categories of consumers to make
it easier to frame the right marketing and campaigns with targeted messages. In addition, data
becomes material for tracking real-time consumer behavior which can create an opportunity to
develop the right campaign for consumers. The data can also identify customer preferences, so
our goal can be to design campaigns according to customer needs.

02. What is the essential different about data and insight. Elaborate more about the consumer
insight and the benefits of understanding the consumer insight?

Data is information that we get from users, such as demographic, behavioral and activity info.
While Insight is the value obtained through the use of data analysis to identify opportunities that
can be done.
By understanding consumer insight, we can see and understand how the behavior, interests, and
mindset of customers when buying the products or services. That way, the ads that we install are
also relevant to the company's business goals. Benefit from consumer insight, we can take
advantage of consumer insight, conduct promotions on the right target, and can also determine
optimal product prices, which things can be profitable for the company.

03. Please explain, how do you get consumer data and insight?

To get consumer data and insight, we can do this by collecting data from consumers as material
to find out their interests through surveys such as conducting interviews, FGDs, or in depth
interviews. Then the results can be processed and analyzed so that they can see what is most
needed and what consumers want and need.
04. Based on these understanding, choose a good brand content that supporting by a
significant data and insight. Do an analysis and elaborate?

Spotify Wrapped 2021

Spotify leverages consumer data in its advertising campaigns. At the end of 2021, they took the
step of communicating information to their listeners with their own personalized data by "Spotify
Wrapped 2021". The concept itself is by analyzing listener habits and pulling out the insights that
told the stories. This then becomes a good strategy for spotify because spotify seems to create a
state that they know very well about the listeners' favorite music, and are packaged in several
segments such as: how long listeners spend listening to songs in one year, the songs that are
heard the most, most listened to podcasts, suitable music genres for listeners based on listener's
musical preferences. This also makes listeners want to share it on some of their social media with
the "share" feature, so that everyone can see it.