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ANALYTICS:
CREATING
SERENDIPITY
NEIL DAWSON
Our surroundings and experiences influence the way we perceive the world:
how we think and act, the choices we
make, and our general sense of taste.
This multitude of individual tendencies
creates what sociologist Pierre Bourdieu
calls habitus, a cumulative pattern
of the everyday that unconsciously
informs our judgment toward selections
of likeness.
FIGURE01
Introducing serendipity
Digital content is often filtered based
on past patterns and connections,
making discovery difficult.
Using rhythm, tempo, and timbre for the former; and by reviews, ratings, and tweets for the latter.
Barry Schwartzs notion of the paradox of choice explains that the more choices we have, the fewer choices we make.
Definition according to the Oxford Dictionaries: The occurrence and development of events by chance in a happy or beneficial way.
For example, search engines, social networks, news platforms, or e-commerce websites.
Neil Dawson
Chief Strategy Officer,
SapientNitro London
ndawson@sapient.com
Neil has previously held strategic leadership roles at
Havas, Dare, TBWA, and in his own creative agency. He is
passionate about proving the link between creativity and
commercial effectiveness.
A special thanks to Michle Schwarzer for her contributions
to this article.
SapientNitro, part of Publicis.Sapient, is a new breed of agency redefining storytelling for an always-on world. Were changing the way our clients engage todays
connected consumers by uniquely creating integrated, immersive stories across brand communications, digital engagement, and omnichannel commerce. We call
it our Storyscaping approach, where art and imagination meet the power and scale of systems thinking. SapientNitros unique combination of creative, brand, and
technology expertise results in one global team collaborating across disciplines, perspectives, and continents to create game-changing success for our Global
1000 clients, such as Chrysler, Citi, The Coca-Cola Company, Lufthansa, Target, and Vodafone, in thirty-one cities across The Americas, Europe, and Asia-Pacific.
For more information, visit www.sapientnitro.com.
SapientNitro and Storyscaping are registered service marks of Sapient Corporation.