Turn marketing into a creative, analytical process

Just a quick post this morning to draw your attention to a smart marketing article you don’t want to miss. It’s written by my colleague Adele Sweetwood, and (according to Twitter) it was one of the most popular articles on Marketing Profs this month.

In the article, Six Tips for Creating an Analytics-Driven Marketing Culture, Adele advocates for an analytical culture in marketing that does not compromise creativity. You may be thinking that creativity and analytics live on opposite ends of the spectrum, but that’s not true. There can be science in marketing without losing creativity.

When we discussed big data analytics here a few weeks ago, we talked about calculating high-performance marketing optimization jobs in seconds rather than hours. Marketing is a business process. And this is another good example of how analytics can play a part in every process. Speeding up that business process actually brings in more opportunities for creativity and collaboration around marketing. As a result, you have more time for creativity, and you can learn how to apply your innovative ideas where they will bring the most benefit to the organization.

While there’s no direct path or big bang approach to automated, digital or analytic marketing you can find great tips for getting started in Adele’s article. Check it out and let us know how far along you are in the process. How are you combining analytics and creativity to see results? What have you been able to accomplish in terms of bringing analytics to bear on your marketing operations?

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