Data exploded on the marketing and advertising world a few years back. Trouble was, it was coming in so fast, nobody knew what to do with it all. Lately, the ability to target down to the individual, and programme to ask the right questions to the right people at the right time means we can reach people with amazing accuracy. Creatives are becoming more familiar with what data has to offer, so the number crunchers and the creators are working more as a team than as in-house adversaries.
But even with that sunny picture, there are still many challenges. Data still needs its analysts, and creatives still need the room to think freely, so it’s a fine line between a series of 1s and 0s and a successful creative campaign.
As we reach across multiple screens, trying to find the elusive target customer, data can help us get there, and lately faster than ever.
The Data Trac looks at data trends, talks with data specialists, finds the best tools and uncovers how data should be used. Questions? Find yourself at the Data Track on Wednesday.