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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: thanks to the internet, there will be new ways to connect, converse, transact and experience the world that we cannot imagine today. Underpinning this whole system of connection is an infrastructure that generates a trail of data, a trail that not only tells us about human behaviour, but also tells us about consumer behaviour and market dynamics, 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 to gain a competitive advantage.

Creativity and Data Marketing helps senior marketing practitioners improve existing infrastructure, processes and activities to:

1.Find new addressable markets
2.Validate (or re-think) market demand
3.Better understand the consumer
4.Market test and improve the product/service/experience sold
5.Identify consumer touch points beyond paid media (including forums, editorial in blogs, native advertising, and word-of-mouth)
6.Develop, support and apply greater creativity in communications
7.Apply data effectively in 'creative' fields such as advertising and marketing.

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 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