Why Data Should Be Your Creative Rocket Fuel

This article summarises Paul Price of RAPP's presentation to the 2008 ANA conference. He told delegates people are leaving more searchable data than ever before on blogs and social networks; this data can be gathered and refined through listening tools.

Why Data Should Be Your Creative Rocket Fuel

Paul Price of RAPP believes that data can be a marketer's best friend. New technologies and mathematical modeling are revealing the secrets of growth and delivering insights that can act as growth springboards, Price told conference attendees who gathered on Sunday morning. “Today we can map out straightforward steps to increase a brand's control over growth,” said Price, who is global president of the New York-based agency. “We can even make it fairly predictable. These are real breakthroughs. They are exciting; they couldn't have come at a better time.”

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