Normally, we disconnect creativity and marketing performance. Creativity is not the language of the CFO or the board. Creativity, insight or marketing metrics are not being used by finance and senior members of management because these measures do not fit with the normal financial language of the firm.

This is no longer the case. Today, we have the data that proves creativity is a factor in driving business performance.

The link between data and creativity has been shown over and over again by Les Binet and Peter Field. They have shown using actual data that “communications models that use emotional appeal (emotional involvement, fame and ‘more complex’ models) are more likely to yield strong business results than rationally based models of persuasion”. This correlates with much historic research on the subject of emotional approaches.

Binet and Field point out that “creative, emotionally-driven campaigns outperform rationally-based campaigns on every single business measure”.

And what best contributes to business measures? Robust data. Maybe it’s time to extend out the question we asked at the outset from ‘what is marketing without data?’ to ‘what is creativity without data’?

Sourced through Scoop.it from: www.marketingweek.com