1. Data can fuel better creative output in at least four ways
The emerging partnership of data analysis and creative thinking is taking a number of forms. Smart analysis of data is bringing better insights around which to build creative work, including behaviour-based segmentation. Programmatic buying allows brand-building creative to be tailored to audiences at scale. Campaigns or platforms are being built around real-time data feeds. And campaigns can be tested in real life quickly, allowing optimisation.
Implication:It is important to link data management and data analysis with creative development – for example, by pairing analysts with creative and...