People sometimes confuse us with robot-like scientists, being lead by data and caring little for the creative side of marketing.
Nothing could be further from the truth.
I like to think that we can be more creative because we add a rigor to our creativity that allows us to try riskier things. If we have some data that says risky might work, we have a methodology through which we can confirm it’s effectiveness with a high level of confidence.
We backstop our creative with data, and this gives us a freedom that few designers and writers have.
In my new column Enhance Your Creativity Through Analytics I show you how we find data to backup or disavow our creative efforts.
Listen here or read it online.