How to Successfully Wed Creativity to Data

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From Marketing Profs:

What does it mean to be human (and a marketer) in a world where even the most creative and intuitive endeavors are being turned into automated, optimized, and streamlined processes?

With the onslaught of stories about the launch of new, fantastic pieces of software or technological advancements that'll make life simpler and computers able to make essential data connections, it seems that we're quickly entering a full-blown "Artificial Intelligence Age."

At the root of AI are perception and cognition, which also happen to be two of the fundamental tenets of the marketing industry. It's no surprise, then, that software, algorithms, and AI applications are consistently used to help marketers and make their job of "adaptive persuasion" more effective and efficient.

Far from being a substitute for the creative process, though, data is empowerment. By offering deeper and more comprehensive consumer insights, data fuels curiosity and raises enlightening questions that help creatives cultivate the emotional connections essential to impactful marketing.

Data is, in fact, invigorating, then, and much more relevant and necessary for marketers today than ever before.

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