Four Things Brands Are Missing With Data via AdAge (Interview with Baker Lambert, TBWA Worldwide’s global data director)
When it comes to data and marketing, most people tend to focus on proving effectiveness and ROI or targeting, which is “only 20% of what you can and should be doing with data, especially in a creative agency,” according to Baker Lambert, TBWA Worldwide’s global data director.
The four things agencies and advertisers are missing when it comes to using data:
- Early enough or broadly enough in strategy
- To empower creative
- To unlock creative executions that have never been done before
- As creative content