Marketing Challenged to Balance Data With Creative Insight

Topics:
Brand Management
Tags:
Barrier,
Insight,
Marketers,
Marketing
Source:
Prophet

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Overview: Marketers are caught between a rock and a hard place in their quest to balance data with creative insight to design programs that help build long-lasting and profitable customer relationships. To break through, marketers must overcome two key barriers to better balancing data and insights with pragmatism and creativity. The first barrier is the pressure on senior marketers to demonstrate return on investment and contribution to the bottom line which has created an army of over-analytical Chief Marketing Officers (CMOs). The second barrier is the risk-aversion that keeps so many senior marketers from trusting their instincts to make the necessary calls to go beyond what the data tells them.

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Format: PDF | Size: 1,055KB | Date: Jun 2005 | Pages: 1

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