Data Doesn’t Have to Kill Creativity.
For many, data-driven marketing seems like the first step in ending creative fun for good. And, when it’s applied poorly, that can be absolutely true. Over-quantifying–leaning too much in the details–can cause us to forget how great ideas are born: experimentation, wild ideas, and sometimes, a little bit of luck.
What if there was a better way? What if data made us feel more empowered to try new things? What if it was a catalyst for creativity, instead of crushing it?
I believe that vision isn’t so far-fetched. It’s the next generation of data-driven marketing.