News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Mad Men vs. Math Men: 5 Ways to Automate for Both Sides of Your Marketing Brain
Stephanie Miller / ClickZ / August 19, 2013
We live in an age where the Mad Men of advertising wrestle with the Math Men of marketing analytics. Is the creative the most important element? Is the data? I say, “Pooh” to anyone trying to have this debate. The fact is that data-driven marketing is only successful when both parts of our brain, our teams, and our attitudes are in play.
- Creatives benefit from improved insights, informed (and predictive) personas, better strategic direction, and lots of proof that their brilliance works!
- Quants benefit from real-time data inputs and messaging that engages and feeds the analytics engine(s).
The future of marketing is the marriage between intent and content. Intent is the data that drives our understanding of customers, and then allows us to message them in near real time. Content is of course the amazing offers that are put in front of people at the right time in the right channel – and on the right device. The combination will help us sell more of what we make, while earning higher customer satisfaction. In our socially connected world, it is truer than ever that to the companies that provide the best experience go the customers and the revenue.
You no longer have the choice to be channel-driven or product-centric. You must embrace both your (and your team’s) creative and analytics sides. Is your master data management strategy aligned with your content curation methodology? Have you let marketing processes trump subscriber needs? Is your database empowering you to create amazingly engaging experiences?