D.C.O. Three simple little letters. But they represent a largely misunderstood and underutilised opportunity in marketing. Standing for Dynamic Creative Optimisation, DCO is the tailoring of creative to addressable data signals. It can often be misrepresented as a narrow performance led tactic, which can end up becoming an exercise in fiddling with the minutiae.
This leads to ‘dumb DCO’, which just holds a mirror up to an audience’s data – showing off that we know your name or that it is raining outside. Or it becomes formulaic, swapping out SKUs to show products you might be interested in. These tactics...
