{"id":4627,"date":"2023-09-18T19:05:00","date_gmt":"2023-09-18T19:05:00","guid":{"rendered":"https:\/\/www.tvgla.com\/viewpoint\/?p=4627"},"modified":"2024-04-16T20:29:19","modified_gmt":"2024-04-16T20:29:19","slug":"creative-and-data-are-not-enemies","status":"publish","type":"post","link":"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/creative-and-data-are-not-enemies\/","title":{"rendered":"Creative and Data Are Not Enemies"},"content":{"rendered":"\n<p>Science and art are often thought of as two completely separate things in life \u2013 even opposing forces. But just look at a flower, and you know that couldn\u2019t be more wrong. Science and art are vital, symbiotic pieces of the puzzle of nature.&nbsp;<\/p>\n\n\n\n<p>In a similar way, the \u201cscience\u201d and \u201cart\u201d of marketing \u2013 analytics and creativity \u2013 tend to be viewed as mutually exclusive. It\u2019s thought that focusing on data may thwart creativity, and that focusing on creativity might cause you to fall short of a campaign\u2019s goals.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Distilled to their essential purposes, data and creativity are symbiotic; data is how we understand the world around us, and creativity is how we respond.<\/p>\n<\/blockquote>\n\n\n\n<p>But when you treat the two as puzzle pieces, just like a flower, and give them both equal respect, you see how breathtaking \u2013 and effective \u2013 the result can be. Distilled to their essential purposes, data and creativity are symbiotic; data is how we understand the world around us, and creativity is how we respond.&nbsp;<\/p>\n\n\n\n<p>Often, the one-or-the-other mindset is a symptom of disorganization upstream: a need for more clarity of objective, commitment to business goals, and\/or cohesive branding guidelines. This disorganization can lead the analytics team and the creative team to work toward separate objectives: efficiency metrics for the analytics team and visual novelty and cleverness for the creative team. When this happens, both miss the bigger picture of the business goals, leading to lost opportunities.&nbsp;<\/p>\n\n\n\n<p>The root of the problem is the need for a clearly stated, shared primary objective. Efficiency metrics, visual novelty, and cleverness all contribute to success. Still, individual contributors untethered by a common primary objective will go off in various directions chasing their own performance indicators.<\/p>\n\n\n\n<p>The next time you feel the first pang of conflict between data and creative teams, consider a short exercise: Pass out index cards and ask everyone to write their answer to the question, \u201cWhat are we trying to do here?\u201d The exercise has multiple benefits: First, reviewing the answers as a group builds camaraderie by exposing different viewpoints. Second, it gives the leader an indication of how cohesive the group is. Third, it forces the issue of having a clearly stated primary objective. Once everyone agrees, they have an emotional stake in holding themselves to that objective as the work moves forward.&nbsp;<\/p>\n\n\n\n<p>When everyone is working toward the same clear goal, the work from individual contributors, and from each team, propels the project toward a result that is greater than the sum of its parts. In the words of Henry Ford, \u201cIf everyone is moving forward together, then success takes care of itself.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"How the art and science of marketing work together to get beautiful results\n","protected":false},"author":1,"featured_media":4628,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-4627","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-uncategorized","8":"cs-entry","9":"cs-video-wrap"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Creative and Data Are Not Enemies - 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