Creativity and Data Marketing

A Practical Guide to Data Innovation

Becky Wang

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English

Kogan Page Ltd
03 January 2017

Business mathematics & systems; Market research

Series: Marketing Science

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.

By: Becky Wang
Imprint: Kogan Page Ltd
Country of Publication: United Kingdom
Dimensions: Height: 232mm, Width: 157mm, Spine: 13mm
Weight: 371g
ISBN: 9780749477240
ISBN 10: 0749477245
Series: Marketing Science
Pages: 240
Publication Date: 03 January 2017
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Chapter - 01: Big Ideas that Work - The Promise of Data and Creativity; Chapter - 02: Transformation within the (Marketing) Organization; Chapter - 03: Understanding the Data and Analytic Processes that Enhance Marketing; Chapter - 04: New Mental Models for Marketing; Chapter - 05: Building a Customer-Centric Organization using Creativity and Data; Chapter - 06: Media and Tech Partners that Facilitate Connections with Consumers; Chapter - 07: Zappos - Creative and Data Marketing from the Group Up; Chapter - 08: Creative Agency Relationship - A New Model; Chapter - 09: Adore Me - Growth Hacking and Crowdsourcing; Chapter - 10: Next Practice

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.

Reviews for Creativity and Data Marketing: A Practical Guide to Data Innovation

When you start humanizing the data beyond the transactions and purchase behavior, true insight can be found. The principles that Becky outlines in this book have helped to reshape my data-heavy marketing organization to embrace creative experimentation. This experimentation has helped us create more effective and contextually relevant programs. * Monica Bloom, Global Vice President, Integrated Marketing at Getty Images * A must read for anyone in the creative fields. * Don Gold, CEO of start-up A Beautiful Perspective, Founder of UFCFit, Former VP of Entertainment, UFC * A comprehensive smorgasbord of the critical concepts, nuanced and un-dogmatic suggestions for how to apply them, and a handful of case studies that show the ideas in effect. Data? Simple. Start here. * Mark Pollard, Founder of Mighty Jungle and Former Head of Strategy and Strategy Innovation at Big Spaceship, Saatchi & Saatchi, and Leo Burnett * In a landscape weighted down by buzzwords and big concepts, Becky has crafted a thoughtful guide to navigating the art and science of data informed marketing. Too often the creative process of inspiration and design is divorced from the strategic practice of insight and analysis. This book is a much-needed bridge that models a new way of working, while bringing these concepts alive through case studies and practical applications. A must read for any modern marketer! * Mike Raffensperger, Head of Marketing, Amazon Live *