How to get creative people to engage with analytics
Dealing with internal silos between teams that manage data and those who would most benefit from its insight? Chief commercial officer of automated analytics platform, Incites, Shaun Alexander looks at how to address this industry-wide issue.
We have been taught to believe that people can be put into one of two boxes – creative or analytical.
Creative people use intuition to shape their view of the world, while analytical people apply hard evidence and logic to guide their decisions. Yet in the world of marketing, creativity needs data to be relevant, and logic needs empathy to be relatable. Words and numbers can be friends.
Unfortunately, in most organisations the creative and content teams operate in relative isolation from the data teams. In larger companies they often operate within separate agencies further blurring lines of communication.
