Creativity and Data Marketing
A Practical Guide to Data Innovation
Marketing Science Series

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.

- 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