In this paper
At a glance 1. Briefing 2. Five ways to make data creative 3. Data points 4. Viewpoint 5. Case studies 6. Find out more
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At a glance

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 strategy teams. Regular reviews of award-winning work in this area will help marketers keep up with emerging best practice.

2. Clients are rethinking marketing structures

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