Marketing for me is always about “Art & Science”, or as a recent report from McKinsey calls it ”
The most perfect union: Unlocking the next wave of growth by unifying creativity and analytics”
In this report McKinsey highlighted three ways in which companies combine both creativity and analytics within their organisations and in particular their marketing departments, which leads to more success.
The three major areas the report focuses on are:
1. They treat creativity and data as equal partners
2. They make integration a way of life through an agile marketing operating model
3. They seek “whole-brain” talent.
Companies that harness creativity and data in tandem have growth rates twice as high as companies that don’t.
Here is the link to the article: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-most-perfect-union