Creativity and data marketing
a practical guide to data innovation
- ISBN: 9780749477240
- Editorial: Kogan Page Ltd.
- Fecha de la edición: 2017
- Lugar de la edición: London. Reino Unido
- Colección: Marketing Science Series
- Encuadernación: Rústica
- Medidas: 22 cm
- Nº Pág.: 211
- Idiomas: Inglés
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.