Data and creativity
This article is part of a series of articles on data and creativity. Read more.
You are the product manager for a well-established brand of laundry detergent. Your brand has been number two in the market for a while, and it's time to make a push for the number one spot. You make your pitch, secure a sizeable advertising budget, create beautiful ads and optimise your media mix to reach new consumers. You await the outcome in glorious anticipation, only to find out that you have fallen further behind your main competitor: you gained a...