Marketing was once largely the preserve of creative, right-brain types, but the function needs—and is getting—a much larger mixture of data and analytics. Sometimes, though, there’s a danger of relying too heavily on analytics. What’s needed is the right balance, what we call a “both-brain” approach.
Pockets of this “both-brain” approach have existed in marketing for a while, but it’s now gathering speed and will become essential to future marketing success. Of course, knowing this is not the same as putting it into practice. Both-braining bumps up against process and resource constraints. And it requires a change in mindset and organizational culture.
Marketers will need to make a concerted effort to reshape their organizations, involving at least four steps…
Use “Both-Brain” Marketing to Balance Creativity and Analytics
