Best Buy underpins creative with analytics

Geoffrey Precourt

In his two years as Chief Marketing Officer at Best Buy, Greg Revelle no doubt has earned the enmity of data scientists even as he's pissed off any number of creative departments. (For more, also see Best Buy’s transition from “dumb” to “smart” advertising.)

Revelle's goal, as he told the Association of National Advertisers' (ANA) 2016 Masters of Measurement Conference, has been to mix the science of math with the less tangible disciplines of creative.

"Historically," he acknowledged, "even in the marketing function, math and creative have sort of been seen as opposite sides of a very, very wide spectrum. These two never really talked to each other; they didn't speak the same language; and they didn't really interact particularly well."