The world is moving towards universal connectivity at a dizzying rate;
underpinning this complex system of incessant transaction, connection
and digital experience is an infrastructure that generates a trail of
data. This trail not only tells us about human behaviour, but provides
vital insights into market dynamics, consumer behaviour, as well as the
relationships we value and the culture we live in. Creativity and
Data Marketing helps marketers access this data, find meaning in it
and leverage it creatively to gain a competitive advantage.
Creativity and Data Marketing addresses the need to analyse data
creatively, and in particular how balancing tangible insights with
creative market influence can maximise business innovation and results.
The book clarifies where businesses can improve existing infrastructure,
processes and activities, as well as finding new addressable markets
ready to validate or rethink market demand. By identifying how and why a
consumer interacts with touch points beyond paid media, for example
forums, blog content, native advertising and word-of-mouth, Becky Wang
presents a creativity and data blueprint on how businesses can make
lucrative steps forward to innovate their products, services and
communication strategies, laying the groundwork for long-term results.
Online resources include bonus content covering analytics methods,
evolving research, data platforms and more, and a creative brief
template.
