Data and Creativity with Jen Faraci

Chief Intelligence Officer Jen Faraci is a master of creative problem solving—she creates and fine-tunes data-forward solutions that deliver success for her clients by focusing on both executional precision and the corresponding strategic impact.

From full marketing transformation to measurement systems to bespoke ROI solutions, her ability to approach problems from multiple angles has shaped results-winning strategies for clients across finance, entertainment, retail, home appliances, and much more. An 11-year Digitas veteran, Jen previously held positions at Tribune Interactive and Booz Allen Hamilton. She holds a BS in engineering from the University of Colorado and an MBA in marketing strategy from Georgetown University.

Jen sat down with LBB to discuss data myths, what responsible data practice looks like as well as the capabilities being unlocked through AI.

LBB> What’s the number one question that clients are coming to you with when it comes to how they can better use data to enhance the creativity of their content and experiences?

Jen> There are two questions we hear most often: the first is 'What data should we use?', and the second is 'How do we know it’s working?'

LBB> How can you make sure that data is elevating creative rather than forming a wind tunnel effect and knocking all the interesting or unique edges off that make something distinctive? 

Jen> This is one of my favorite myths about data—the idea that it’s boring or designed to optimize everything to average. Quite the opposite, data illuminates the unseen and uncovers anomalies that lead to interesting insights. The key to ensuring that lies in how we look at the data, both philosophically and through our tools, as well as how we pair talent to stretch the limits of the analyses. 

LBB> Can you share with us any examples of projects you’ve worked on where the data really helped boost the creative output in a really exciting way? 

Jen> For a CPG client, we leveraged our proprietary data to find new growth audiences who were likely GLP-1 users. We used that data to create customized AI-generated videos, pairing GLP-1 side effects with the clients’ products that countered those specific side effects. The result: a 47% higher conversion rate versus standard audiences, a seven-point lift in brand consideration, and twice the ROAS of previous digestive health efforts, raising the bar for how wellness brands find and engage with audiences.  

LBB> More brands are working to create their own first-party data practice. How can a brand figure out whether that’s something that is relevant or important for their business? 

Jen> I would argue that first-party data is important for every brand. The more you know about your customers, the more relevant and effective your communications can be. It will also help you identify prospects and new areas of growth. But first-party data shouldn’t exist in isolation—a strong second- and third-party data strategy can enrich it, providing a deeper understanding of customers beyond their direct relationship with your brand. 

LBB> We talk about data driving creativity, but what are your thoughts about approaching the use of data in a creative way? 

Jen> I think about data-driven creativity in three ways. First, data as inspiration, where insights reveal an opportunity and spark the creative idea. Second, data as power, where data is central to the story and makes the idea possible. And third, data as expression, where the data itself becomes the creative medium and forms the foundation of the final output.

LBB> “Lies, damned lies, and statistics”—how can brands and creative make sure that they’re really seeing what they think they’re seeing (or want to see) in the data or that they’re not misusing data? 

Jen> It starts with building data literacy across the organization through education and practical application. We are moving to a world where there is more data, not less, so a long-term focus on upskilling will help future-proof a business. In the short term, be sure to pair brand and creative teams with data experts to help navigate areas where the day-to-day team is not yet comfortable. One important fundamental to remember is: don’t try to force the data to tell you what you think you know. Start with the data, let it guide, inform, and inspire.

LBB> What are your thoughts about trust in data? To what extent is uncertainty and a lack of trust in data (or data sources) an issue, and what are your thoughts on that? 

Jen> Healthy skepticism is a good thing. Trustworthy data starts with getting the fundamentals right: the correct setup, the creation of a measurement framework up front, and the establishment of an enterprise taxonomy to govern outputs and align stakeholders. When building a measurement approach, keep in mind that all measurement methodologies are imperfect; they each have imperfections or trade-offs. Brands should consider stacking methodologies to cover all angles.

LBB> With so many different regulatory systems in different markets regarding data and privacy around the world—as well as different cultural views about privacy—what’s the key to creating a joined-up data strategy at a global level that’s also adaptable to local nuances? 

Jen> A centralized data privacy office is critical to ensuring global compliance and alignment with a brand’s use cases across regions.

LBB> What does a responsible data practice look like? 

Jen> First and foremost, it is PII (personally identifiable information) and privacy compliant, always. It is ethical (just because you can doesn’t mean you should). Lastly, it is transparent: sources documented, caveats included, good and bad results shared.

LBB> In your view, what’s the biggest misconception people have around the use of data in marketing? 

Jen> I think the biggest misconception is that people don’t always understand how or why data is being used. In responsible marketing, the goal is to create a better experience—making communications more relevant, reducing friction, and ensuring people receive information that is useful to them. Ultimately, brands want to grow, but sustainable growth comes from earning trust and consistently delivering value. Used thoughtfully and transparently, data helps brands do that. 

LBB> In terms of live issues in the field, what are the debates or developments that we should be paying attention to right now?

Jen> AI is unlocking amazing capabilities in the data space right now. It is and will continue to be a catalyst, creating new opportunities for creativity, personalization, and innovation. At the same time, it is raising important questions that the industry needs to address responsibly, like ensuring people understand where the data comes from, how it has been used, and what limitations it may have.

 

This interview was originally published on Little Black Book.