5 Insights about Heartdata


Just when science declared the Internet as “an untreatable problem”, Big Data became even bigger, the algorithms sharpened their teeth and our feeling about it all became oceanic, abysmal. Ana María Olabuenaga developed a map of our new media and social ecosystem, to travel through new environments and territories: Heartdata.


Heartdata, as the most sensitive and human way to deal with Big Data, as the way to innovate, sell and reinvent ourselves. This journey proposed by Olabuenaga is entertaining, emotional and promises a fresh and useful guide to be used in business, in the professional field or in daily life.


These are 5 insights from “Heartdata” a presentation by Ana Maria Olabuenaga during LAMAC´s Premium Video Advertising Summit in Miami.


1. The Internet of Things

“In 2020 there will be 20 billion devices sharing information about their owner: their phone, their refrigerator, their clothes, their toothbrush. We have a hyper connected, multigenerational world that consumes 35 hours of information every 24 hours. ”¹


The Internet of Things (IoT) has quickly become one of the most fascinating concepts for business and technology. Simply put, this is the concept of connecting any device with an on and off switch to the Internet (and/or to each other). This includes everything from cellphones, coffee makers, washing machines, headphones, lamps, wearable devices and almost anything else you can think of. This also applies to components of machines, for example a jet engine of an airplane or the drill of an oil rig. If it has an on and off switch then chances are it can be a part of the IoT. The IoT is a giant network of connected “things” (which also includes people). The relationship includes people-people, people-things, and things-things.²


Source 1: Ana Maria Olabuenaga – LAMAC, Cumbre Publicitaria de Video Premium, 2020.
Source 2: Jacob Morgan – A Simple Explanation Of ‘The Internet Of Things, Forbes.



2. Almost 50% of digital advertising is not seen by humans

“Beyond technology, the greatest challenge we face is to connect with human beings. The only way to achieve a long-term connection and with long-term results, is by making an emotional connection. Touch the heart of the other ”.³

From banners that are stolen from one site to another, masked URLs, tools that deceive geolocation, non-human traffic or hundreds of people clicking on the ads (farms), the traps are numerous. Several studies indicate that, on average, half of digital ads are not seen by humans.⁴


Source 3: Clarin Economía – Campaña contra el fraude en la publicidad digital, Carlos Acosta 2019.
Source 4: Ana Maria Olabuenaga – LAMAC, Cumbre Publicitaria de Video Premium, 2020.



3. How to connect the heart of brands with the hearts of people?

The answer is not found in Big Data. The answer is found in Heartdata.⁵

Steps to achieve Heartdata:

  1. Find the heart of the brand/cause. The thing that the brand can’t live without, the thing that it needs to survive. Define the condition of the singularity that makes it unique.
  2. Find the heart of the person. Define what makes their heart beat, what makes them happy, sad, romantic, etc.
  3. Define the emotional connection model to link both hearts


Source 5: Ana Maria Olabuenaga – LAMAC, Cumbre Publicitaria de Video Premium, 2020.



4. Predicting consumers is not enough. People fall in love with the unpredictable.

What we must achieve in today’s digital and media ecosystem is to find the hearts of consumers and make them fall in love with our brand. Technology helps us predict consumption habits, but consumers change from one moment to another, that is why prediction is not enough, we must go beyond the data to understand people.


Source 6: Ana Maria Olabuenaga – LAMAC, Cumbre Publicitaria de Video Premium, 2020



5. Data is not King. Emotion is Queen.

Budget/media/agency decisions depend on our capability to understand the emotional connection with consumers. Having a preconception that a medium works well is not enough, it is about connecting the hearts of the brand with the hearts of the audience.


Source 7: Ana Maria Olabuenaga – LAMAC, Cumbre Publicitaria de Video Premium, 2020


Watch the full presentation:




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