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How to use data and creativity effectively

Published October 1, 2014 at 9:06 am


Big data is a significant topic for many industries today. As companies have access to more information about customers than ever, it is worth considering how to use data to created increasingly targeted campaigns.

However, the data in and of itself is not enough to make gains with a marketing campaign. The key to getting the biggest impact out of big data is to derive actionable insights from the analysis of this information. As important as analysis can be in driving decision-making, it’s not everything.

In a recent Advertising Week panel, executives from major advertising agencies emphasized how when it comes to big data, the insights to be gained from it are what matter the most. The speakers, which included John Hegarty of Bartle Bogle Hegarty, Tham Khai Meng of Ogilvy and Chuck Porter of CP&B, emphasized that although there is a lot more data available today, it has always been around.

Although data is important, to be used effectively, it must be combined with the right amount of creativity. The data is not the answer, but can serve as a guide to steer creative direction. Data and creativity should be used together to achieve optimal results.

With this in mind, it’s worth noting some pointers that will help marketers make the best use of their data. Before you go digging into your data you should have a solid idea of what you’re specifically looking for, and what you want to achieve. It might take awhile to derive the insights you’re seeking, but with the right approach you’ll be on the way to using this information to create more finely-tuned campaign marketing.

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