As marketers, we are often rewarded for our creative thinking to differentiate the brands we represent. No one can forget Nike’s Just Do It campaign. Or the Cali Milk Processor Board’s Got Milk? campaign. However, as data becomes increasingly important to a successful marketing strategy, many data tools leave little room for creativity in exploring data and asking imperfect questions to get new insights. As a result, many marketers feel the need to temper creativity and become more left-brain driven – essentially becoming data scientists and operating within rigid pre-defined models that result in canned insights.
https://www.martechadvisor.com/articles/web-mobile-analytics/going-beyond-canned-insights-using-interactive-behavioral-analytics-to-understand-your-audience/
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