This is an incredibly simple but effective demonstration of data being used to inform a media and marketing buy.

Clinique ran a campaign a few years ago for its Even Better Clinical Dark Spot Corrector, and used eggshells with spots on them as a point of comparison for what happens to the skin over time.

Unsurprisingly, it bought search terms against it relevant to the product and its properties, one of which was ‘hyperpigmentation’.

What it swiftly recognised however, was that a lot of the traffic it was receiving from Google came instead via words like ‘spotted eggs’ and ‘freckles’.

“Needless to say that wasn’t in our media buy,” said Emily Culp, former VP of digital/consumer marketing and media at Clinique, now SVP of e-commerce and omnichannel marketing at Rebecca Minkoff. Speaking at the Summit in Seattle this week, she added: “Our key term was hyperpigmentation, which is marketing speak. Few people would know that was what it was called, so didn’t know to search for it. We needed to think more like the consumer, so we started bidding against egg farmers.”

“The volume and velocity of data today is mind numbing. It can be incredibly overwhelming. But sometimes, if you’re creative with your data sources, it can actually be very simple,” she explained.