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The availability of data analytics has turned the marketing world upside down, but data is only part of the picture. The ability to take the data and blend it with creative thinking is now an essential skill for any marketer looking to create truly impactful campaigns. Using Creativity and Data in Marketing is a practical approach to how you can transform quantitative data into groundbreaking creative strategies. It features original research, encapsulating insights from in-depth interviews with senior global marketers at the forefront of this evolution from brands such as L'Oreal, Kenvue, Brompton Bikes and Bose. They share firsthand experiences and lessons on harnessing data to drive creativity, offering readers an exclusive look into successful data-informed campaigns. Designed to challenge conventional marketing and advertising wisdom, the book delves into emerging theories and practices, charting a course through unexplored aspects of data-driven creativity. From how to practically interpret data, to taking that creative leap from insights to ideas, this book equips marketers with the tools to create more resonant and effective campaigns in a data-rich world.
List of contents
Section - ONE: Inform Chapter - 01: Data-Driven Marketing: A Historical Perspective Chapter - 02: The Power of Data in Unleashing Creativity Chapter - 03: Real World Examples: Success Stories from the Front Lines Chapter - 04: The Future is Bright Section - TWO: Inspire Chapter - 05: The Art of Data Interpretation Chapter - 06: From Insights to Ideas: The Creative Leap Chapter - 07: Balancing Data and Intuition: The Human Element Section - THREE: Innovate Chapter - 08: Building a Data-Driven Creative Team Chapter - 09: Tools and Technologies for Data-Driven Creativity Chapter - 10: Implementing the Process: From Dashboards to Decisions Chapter - 11: Future-Proofing Your Marketing Strategy
About the author
Tom Ollerton is the founder of Automated Creative, the creative effectiveness platform who have optimised over 6 billion impressions globally for companies such as MARS, P&G, Diageo and McDonalds. Based in London, UK, he is the host of the Shiny New Object podcast and Advertisers Watching Ads series. He has appeared at MAD//Fest for the last 3 years and was a Juror for the World Federation of Advertisers Marketer of the Year Award 2023. He has spoken at conferences such as Performance Marketing World Unlocked, AdWeek and Social Media Week and is a popular podcast guest.
