Netflix insights head: CMOs must use gut instinct with data

US streaming giant Netflix’s consumer insight director Tim Donza today told a room of marketers how the best marketing decisions come about through the use of a combination of gut instinct and data analytics.

Speaking this morning at the ADMA Global Forum, Donza explained to the audience how just as the film industry had found the formula for successful film-making involved forging an emotional connection with people, marketers needed to find a way to connect their product to consumers “as people”.

“You should look for that emotion selling proposition,” said Donza. “Brands are looking to connect with people as people, on a deeper level and really forge that connection with the brand itself.”

Donza, whose streaming platform boasts more than 33 millions users globally, said there were no perfect formulas to achieve this and that there are often risks in projecting too far ahead.