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