We are living in a data-driven world. But truth be told, not always data and creative talent have worked well together. There was a time when company managers thought they were like apples and oranges, but now they discovered the power of unifying these two.
See how this can be possible.
The importance of data-driven decision making
Nowadays, intuition is not enough to know if something is right or wrong. We need something else to make sure we are making the right decisions. But what should it be?
Data is fundamental in every company’s decision-making process. It can help find the correct answer in every situation and every area, through data. The collection and analysis of data convert numbers into useful insights that help and ensure companies acknowledge which future steps to take.
Data-driven decisions are the safest among other types of decision-making. These -give us logical, rigorous and precise information since they are supported by numeric evidence. Here you can see some more benefits of this approach:
- Enable organizations to make faster and more informed decisions;
- Increase the analytical approach in the company’s environment (through data-driven analytics);
- It can be implemented and adapted in every company’s areas;
- It helps organizations to become increasingly digital;
- It provides decisions to be measured;
- Reduction of the risk associated with the decision-making process.
How to build a data-driven culture in your company
Although every company should have a very strong data-driven culture, it’s on the leaders to provide employees with that example.
Instead of giving employees briefings full of numbers they can just tell the concise actions that explain those numbers and which ones to take in the future. Leaders should give real examples of how data can solve problems.
Another asset is to own the right technology to put this into practice. If you already have the right technology, be aware that’s not enough. Even though the right technology is very important to build a culture based on data, you should take into account how to use it correctly and efficiently.
In fact, it will take a long time and effort to develop a data-driven culture in a company but it will be worth it.
The role of creativity in a data-driven company
Nowadays with such information, we have at our disposal, the creative process becomes easier to let us know our target audience. Data turns into a key piece to improving the data-driven creative process in all stages.
Balancing data-driven strategy with innovative thinking
A data-driven creative process consists in developing marketing and communication strategies based on data- to build high-performance campaigns.
This emotion-analytical mix requires some brainstorming between these two opposite areas and receptivity from both parties to develop different ideas. It’s a challenge to balance two powerful subjects that were used to working by themselves but it’s crucial to take advantage of this new trend.
According to this, a creative process supported by data can result in more effective and efficient marketing campaigns. It also helps in gaining new customers as well as retaining the existing ones resulting in a symbiotic relationship.
How to foster a culture of creativity in a data-driven environment
In a data-driven environment, the role played by data must be known by everyone as well as its ability to build up companies’ decision-making. However, even though numbers give us proof, creativity gives us the courage to take risks.
This culture of creativity can be implemented by knowing the customer’s context (their preferences and their way of being) to come up with the perfect solution for each one. So, after data processing, creativity comes in and transforms the numbers into insights guided to each customer’s needs.
When data becomes imaginative: the possibilities of a creative data-driven company
We already know that companies have access to a huge amount of data but not all of them creatively use that. When data becomes imaginative the possibilities become endless.
Some of the possibilities this combination can offer are:
- Effective and efficient marketing campaigns;
- Retain and build lasting and valuable relationships with customers;
- Useful content and personalized experiences;
- Great added value both for creativity and for the entire customer experience;
- Create different communications for each target audience.
In conclusion, we can say that when data is used creatively, it becomes a powerful and innovative tool. Companies that can combine data and imagination are the ones that can stand out in an increasingly competitive market.
Read more: How to get the best out of creative talent in a data-driven world
