Using Creativity and Data in Marketing

Unlocking Creative Value with Insight and Imagination
1. Auflage 2025
ISBN: 978-1-3986-1927-2
Verlag: Kogan Page

Buch, Englisch, 288 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 467 g

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.Creative Marketing in a Data Driven Age 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 MARS, Diageo, Bose, P&G and Boots. 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.

Autoren/Hrsg.

Ollerton, Tom

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

• 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

Über Autor(innen)

Ollerton, Tom
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.

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.