How Data Can Contribute To Great Creative

Great creative that connects with the target audience doesn’t come out of the ether. Creative that works, begins with insights into the feelings, thoughts, actions, and behaviors of the people you are trying to reach. Sometimes that data is soft data that arises out of focus groups or interviews, but often the best, most actionable information and insight is determined by hard data that lets you determine how to best reach a specific segment or improve your marketing ROI. Heath Podvesker at iMedia has a great article on how analytics and creative should work together to solve marketing problems.

As Heath points out, account planning, research and other tools to learn more about your intended audience are still valuable in building creative briefs and personas, but hard data can often provide one of the best tools to continually refine your efforts and create a message that hits the mark.