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Innovation and Best Practice
for Business Success

Established 1967

Creativity and Data Marketing

Creativity and Data Marketing

A Practical Guide to Data Innovation

Becky Wang


Addresses the need to analyze data creatively to yield fresh and robust insights and then to leverage that insight creatively.

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About the book

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.

Table Of Contents

    • Chapter - 1 -: Big ideas that work: The promise of data and creativity;
    • Chapter - 2 -: Transformation within the (marketing) organization;
    • Chapter - 3 -: Understanding the data and analytic processes that enhance marketing;
    • Chapter - 4 -: New mental models for marketing;
    • Chapter - 5 -: How to create a creativity and data informed organization;
    • Chapter - 6 -: Media and tech partners that facilitate connections with consumers;
    • Chapter - 7 -: Case Study - Zappos;
    • Chapter - 8 -: Case study - Verizon;
    • Chapter - 9 -: Creative agency relationship - a new model;
    • Chapter - 10 -: Adoreme - Growth hacking and crowd-sourcing;
    • Chapter - 11 -: Next practice;

Book Details

  • EAN: 9780749477240
  • Edition: 1
  • Published: 3rd January 2017
  • Paperback
  • Dimensions: 234x156
  • 208 pages
  • Series: Marketing Science

About the Author

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. Becky has spoken at SXSW, Infopresse, OMMA, iMedia, NYU, Parsons and Social Media Week and written for the Huffington Post, the Financial Times and Fast Company.

Becky Wang