When it comes to marketing spend, there is value in trusting your gut. But more and more marketers are looking to the numbers.
According to a new survey by Adobe, marketers are increasingly relying on data and analytics to guide their decisions. Creativity is critical, but that creativity needs to be guided by hard numbers that tell you what looks great and what is actually working.
Among the findings from the survey:
- 51% of marketers rely more on data and analytics to guide their creative decisions.
- 74% say capturing and applying data to inform and drive marketing activities is the new reality.
- 67% say data (metrics from digital ads, campaigns, website, etc.) is informative in evolving my company’s marketing creative.
When it comes to your creative direction, don’t be shooting in the dark. Let us help you develop metrics for your print campaigns so you know not just what folks in your office think is spectacular but what is actually getting results.
1 “Digital Roadblock: Marketers Struggle to Reinvent Themselves” (Adobe, March 2014)