Why data & creativity can make marketing more effective – Fast Company

Is marketing the ultimate manifestation of creativity and strategy coming together to achieve business success?

The science of marketing is a perpetual cycle of examining and adapting. In a digitized and data-deluged world, gauging the psychological, emotional, and behavioral factors that impact consumer decision-making is tricky. According to Sophie Devonshire, CEO of The Marketing Society, marketing needs data and creativity.

“Data drives insights to make sure there is relevance, but the ability to tell a meaningful and memorable story is the thrill of marketing and the skill needed in leadership.”

According to her, marketing is an interesting profession because it captures the perfect mix — the ability to use data and imagination, the fusion of art and science, and the blending of “logic and magic.”

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