With more data than ever, marketers are at the risk of solely relying on hard numbers, but the reality is that great marketing requires human insights and creativity to close the inherent ‘empathy gap’ in data.

There’s no one source of truth

According to Lauren Cadman, Director – Strategic Planner at Mindshare China, marketers shouldn’t fall prey to relying solely on hard data as the one source of truth.

“Requiring proof is valid, but a dependence on data proof will decrease a brand’s reactivity to a market where competitors may be more willing to take a data-less leap of faith....