Ollerton Using Creativity and Data in Marketing

Unlocking Creative Value with Insight and Imagination
1. Auflage 2025
ISBN: 978-1-3986-1926-5
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 200 Seiten, Accessible EPUB

The availability of data analytics has turned the marketing world upside down, but data is only part of the picture. The ability to take the data and blend it with creative thinking is now an essential skill for any marketer looking to create truly impactful campaigns.

Using Creativity and Data in Marketing is a practical approach to how you can transform quantitative data into groundbreaking creative strategies. It features original research, encapsulating insights from in-depth interviews with senior global marketers at the forefront of this evolution from brands such as L'Oreal, Kenvue, Brompton Bikes and Bose. They share firsthand experiences and lessons on harnessing data to drive creativity, offering readers an exclusive look into successful data-informed campaigns.

Designed to challenge conventional marketing and advertising wisdom, the book delves into emerging theories and practices, charting a course through unexplored aspects of data-driven creativity. From how to practically interpret data, to taking that creative leap from insights to ideas, this book equips marketers with the tools to create more resonant and effective campaigns in a data-rich world.

Autoren/Hrsg.

Ollerton, Tom

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management

Inhaltsverzeichnis

Chapter - 01: Data Demystified Chapter - 02: From Analog to Algorithms Chapter - 03: Evolving Data Strategies Chapter - 04: The Power Couple: Data & Creativity Chapter - 05: Mindset Mastery: Data Meets Creativity - Part 1 Chapter - 06: Mindset Mastery: Data Meets Creativity - Part 2 Chapter - 07: Assembling the Dream Team Chapter - 08: Turning Data into Inspiration Chapter - 09: Briefs Build on Insight Chapter - 10: Implementing the Process: From Dashboards to Decisions Chapter - 11: Future-Proofing Your Marketing Strategy

Über Autor(innen)

Ollerton, Tom
Tom Ollerton is the founder of Automated Creative, the creative effectiveness platform who have optimised over 6 billion impressions globally for companies such as MARS, P&G, Diageo and McDonalds. Based in London, UK, he is the host of the Shiny New Object podcast and Advertisers Watching Ads series. He has appeared at MAD//Fest for the last 3 years and was a Juror for the World Federation of Advertisers Marketer of the Year Award 2023. He has spoken at conferences such as Performance Marketing World Unlocked, AdWeek and Social Media Week and is a popular podcast guest.

Tom Ollerton is the founder of Automated Creative, a creative effectiveness platform with the ambition to combine AI with human creativity to make better ads. Automated Creative team have generated and optimised ads for global clients such as McDonald's, Jack Daniels, Bose, MARS, Lipton and P&G. Based in London, UK, he is the host of the Shiny New Object podcast, which interviews industry leaders about the future of data driven marketing. A regular speaker at industry events and podcasts as well as serving as a juror for the World Federation of Advertisers' Marketer of the Year Award.