Score a bull’s-eye

Marketing has often been seen as the preserve of creatives working on instinct rather than calculation.

Score a bull's-eye

Amy Syracuse

Marketing has long been considered a right-brain profession, the domain of freethinkers for whom creativity and intuition trump analysis and logic. But in an ultracompetitive marketplace, it's not enough to execute vital business strategies with half a brain, so to speak. Not only are deep data mining and complex analysis equal partners in the process, but they're also essential to understanding customers and uncovering indications of their future wants and needs.

The gap between the art and science of marketing is where business intelligence (BI) technologies flourish – in a big way, in fact. Stamford,...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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