How to execute data-led creativity in real time at scale

Lloyd Greenfield

Looks in detail at the digital B2B buying journey and explains the role played by gates and some of the arguments for and against.

Data and creativity

This article is part of a series of articles on data and creativity. Read more.

Many marketers are seeing the benefits of data-driven marketing strategies and many of those who are not currently using data to inform their marketing strategy are actively seeking to increase their data analysis capability.

One area where the benefits of data-driven decisioning are clear is creative execution. Collaboration between data and creative teams has produced some fantastic examples of marketing, such as the British Airways Look Up campaign that used digital billboards in key London locations to encourage viewers to...

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