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What Data Marketing Can Tell Us About Human Behaviour - Press Release

Creativity and Data Marketing (9780749477240)14th December 2016 - Creativity and Data Marketing: A Practical Guide to Data Innovation

What Data Marketing Can Tell Us About Human Behaviour

Analysing data creatively is the best way for marketers to gain competitive advantage; providing vital insights into consumer behaviour, the relationships we value and the culture we live in. As universal connectivity continues to progress at a dizzying rate, underpinning the complex infrastructure of incessant transaction, connection and digital experience is paramount for improving marketing results.

Available today, Creativity and Data Marketing, the latest addition to the Kogan Page Marketing Science Series,is a practical guide to data innovation by lead digital strategist Becky Wang. With specific focus on how balancing tangible insights will maximise business innovation, readers can uncover how businesses can improve existing infrastructure and processes to find new addressable markets that validate or rethink market demand.

Creativity and Data Marketingdemonstrates how to use data marketing to identify human behaviour, so businesses can make lucrative steps forward in innovating products, services and communication strategies, laying the groundwork for long-term results. By identifying how and why consumers interact with touch points beyond paid media, such as forums, blog content, native advertising and word-of-mouth, Wang presents a creativity and data blueprint on yielding fresh insights and how to them effectively.

"In a landscape weighed 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 

"When you start humanizing the data beyond the transactions and purchase behaviour, 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

About the Authors: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. 

About Kogan Page: Kogan Page is the leading independent global publisher of specialist professional books and content with over 900 titles in print. Its authors come from some of the world’s most prestigious academic institutions, international commercial organisations or professional associations in Leadership, Management, Marketing, Branding, Human Resources, Coaching, Logistics, Entrepreneurship and Careers. Follow @KPMktng for information about new books and business insights from author experts.

Creativity and Data Marketing - ISBN: 9780749477240, Price: £19.99 - is available from 3rd January 2017. For a review copy, a by-lined article or to arrange an interview with the author, please contact Natasha Tulett: NTulett@koganpage.com or +44 (0)20 7843 1925.


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