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The world is moving towards universal connectivity at a dizzying rate; underpinning this complex system of incessant transaction, connection and digital experience is an infrastructure that generates a trail of data. This trail not only tells us about human behaviour, but provides vital insights into market dynamics, consumer behaviour, as well as the relationships we value and the culture we live in. Creativity and Data Marketing helps marketers access this data, find meaning in it and leverage it creatively to gain a competitive advantage.
Creativity and Data Marketing addresses the need to analyse data creatively, and in particular how balancing tangible insights with creative market influence can maximise business innovation and results. The book clarifies where businesses can improve existing infrastructure, processes and activities, as well as finding new addressable markets ready to validate or rethink market demand. By identifying how and why a consumer interacts with touch points beyond paid media, for example forums, blog content, native advertising and word-of-mouth, Becky Wang presents a creativity and data blueprint on how businesses can make lucrative steps forward to innovate their products, services and communication strategies, laying the groundwork for long-term results. Online resources include bonus content covering analytics methods, evolving research, data platforms and more, and a creative brief template.
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Informazioni sull?autore
Becky Wang has led digital, brand and data practice, employing best-in-class research techniques to underpin strategy for clients including Toyota, Proctor and Gamble, General Mills, Sony, Coke Zero, Spotify, AMC Networks, Gilt and Samsung. She ran data strategy, insights and analytics at Droga5, an award-winning New York creative agency, and led the insights and data practice at Saatchi & Saatchi NY, serving as a lead digital strategist. Becky has spoken at SXSW, Infopresse, OMMA, iMedia, NYU, Parsons and Social Media Week and written for the Huffington Post, the Financial Times and Fast Company.
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