If anyone knows how to tell a good story, surely it is entertainment behemoth Disney. Behind the scenes Richard Ellwood, EMEA head of audience strategy at The Walt Disney Company, surveys the brand’s many different data sources to understand consumers, answering questions around what their motivations are.
He works to contextualise and extract the most relevant aspects of that data. It is then about using these data points either proactively to try to inspire some thinking, or to validate strategic moves.
“Data on its own is not intelligent. The intelligence comes from recognising what are the appropriate variety of sources to include and for each of these, ensure you work with the data specialists,” Ellwood argues. “To be really effective, you need to understand what are the strengths or the quality of different data points and really importantly, what are the limitations of the different data points.”