Today’s businesses are trying to find the best way to balance the mountain of data and statistical analysis with creative out-of-the-box ideas, all while never losing sight of the artistry and emotional components that go into smart marketing.
In this digital age, data has evolved from human-led surveys and focus groups to “big data” powered by artificial intelligence (AI), machine learning (ML) and automation. Today, marketers can tap into the internet and social media, which some have brilliantly called the world’s largest testing ground and focus group. It’s tempting to make every decision based on analytics because of the advances in machine learning and robots that can not only gather data but analyze it. But data should be used as a tool that informs the creative instead of relying on it to make the decisions for you.
It can be a confusing time for businesses that want to rely more on data than creativity, or creatives who want to lean on their own understanding and preferences. In his latest article for Forbes, The Tangent Agency’s Marc Becker explains why you need to pay attention to the numbers, but not lose your soul along the way.
Read the full article: Creativity Meets Data, A Love Story: Four Reasons Why You Need Both To Drive Marketing Solutions (Forbes)
