Is Over-Reliance on Analytics Compromising the Marketers Creativity?


    Data overload is happening everywhere in the marketing community. Technology has opened up unprecedented opportunities for marketers to gather data on consumer behaviours or trends.

    Data collection tools enable collection on a very micro level. Based on the detailed analytics, marketers are able to plan any campaign more precisely. Data points are just numbers; it’s the creativity and the logic applied by the marketer that makes a difference. Data needs to be used and deployed in creative and sophisticated ways.

    Tools used by businesses to capture, share, store, and update data continue to evolve as the most valuable tool of marketing campaigns. Information is a robust treasure trove of information that potentially can impact brand image hugely.

    Still, data fails to grasp the fine art of persuading sales. That’s where the imagination of marketers become mandatory to strike the perfect balance between creativity and data. Recently a stinging backlash from advertising agency is the evidence of own strongly the leaders claim that the fixation on data has taken a toll on the marketer’s creativity.

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    Leading European magazines have complained about the “creative deficit” in marketing due to the shifting of limelight to data and analytics. With the pressure to deliver results judgmental about hit numbers, it is challenging for marketers to experiment with creativity.

    The base of this argument is the fact that it is almost impossible to predict the effect and connect created by a genuinely game-changing idea. It is necessary to see beyond data to use creative spark for planning any ad campaign. Creative agencies face the brunt of it as the client always considers data as the base to decide the extent of creativity permissible.

    There’s no defined formula for creativity that can promise the success of any marketing strategy. Stakeholders must be willing to take risks and refer to data from a holistic perspective.

    Organizations should use data in employing more hypothesis-based strategies. It is highly advisable to create plans based on a mix of behavioural science, consumer behaviour, and industry trends Along with dependency on data, a dash of instinct and experience is always recommended before finalization of any strategy.

    Data merely captures numbers to quantify the given phenomena. Insights are the key to frame and build a realistic vision defined by the adaptability, and people connect that a marketing strategy can generate. Data plays an integral part in framing the creative process. But it can by no means compensate with the leaps of imagination that only creative thinking can provide.

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