The demand for custom content and instant response in digital marketing is booming. Not only is the volume of content skyrocketing, but also the expectation of audience-specific optimization. To tap into this growing opportunity, marketers must go beyond improving their production efficiency; they must also expose their creative processes to data analytics.
The role of data in driving marketing decisions is only increasing. That means creatives and analysts will be forced to embrace a new level of collaboration. While the two have long-since been allies, they are not usually close partners-in-crime. A two-way street of creative ideation and critical analysis must Read full story ›
Source: The Drum