Marketing

Marketers Must Use Data To Tell Stories

09th Dec `13, 03:06 AM in Marketing

LONDON — The rise of super-targeted “programmatic” online ad buying may be cast as the rise of “Maths…

BDMS
Guest Contributor
 

LONDON — The rise of super-targeted “programmatic” online ad buying may be cast as the rise of “Maths Men” over “Mad Men” – but one ad exec says marketers should refocus on using the new wealth of numbers to tell traditional creative stories.

“The language we’ve created for our industry is very difficult for most brands to comprehend … (and) assumes a minimizing role for people,” says Caspar Schlickum, EMEA MD of Group M’s data division Xaxis.

“Big data has become an end in its own right … a coding of the people we trying to market to as if they can understood by more data … dehumanizes the entire marketing process.

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