Marketing Inspiration #37.4: AC in the Press
Your weekly dose of data-driven marketing insights
Writing for Performance Marketing World recently, AC's Tom Ollerton addressed the myth of "best practice" in marketing and looked at what turns data into actionable insight for marketers.
Being the best doesn't mean following others - or everyone would just be copying off of each other. Instead, marketers need to use their own data and their audience insight, coupled with human creativity, to understand what drives action and how to make their work stand out.
"Data isn't insight" because data points don't paint a story about your target customers. Creating hypotheses about them and testing these with different variables in your ads, however... That's what can help you identify the DNA of a high-performing ad.
Data and creative are not meant to be viewed in isolation. They inform one another and can lead to technology and creative thinking forming a beautiful relationship. More importantly, one that delivers results. Find out more in the full article.