Modern marketing lies at the confluence of two seemingly opposing forces – creativity and data.
On the one hand, you have an almost mystic force. How does corporate creativity even work? Sure, there are studies and research and methodologies about it, but there is a certain magic to getting those creative concepts and campaigns that can’t be explained.
And on the other hand, you have cold, hard data. Numbers. Facts. While data-driven marketing has an art to it as well, too many creatives have been subjected to “Death by Excel Chart” meetings to really understand that art.