Specifically, Adverity surveyed 300 CMOs as part of the study. As a result, 42 percent of marketers fear data is getting in the way of their teams’ creativity. Data and creativity should not be in competition, but they should be able to synergize in campaign planning and evaluation.
Adverity is defined as the ability to create something original or new. The term “outside the box” thinking often comes into play here—that is, overcoming boundaries and questioning general assumptions. This has nothing to do with analysis and data per se, but according to Adverity, the two fields should not be mutually exclusive. Campaign creativity is just as important as discovering new approaches to analyzing data or addressing target groups with this data. With a good and innovative database, campaigns will not only be better planned and designed, but will make measuring success more fruitful afterwards.
Marketers who claim that data impedes creativity are twice as likely to say that their main barrier to using data is a lack of tools. Lack of analytical knowledge and tools to manipulate data can be considered the biggest cause of difficulties in derive creative benefits from data. Also, 19 percent of CMOs see staff shortages as a problem. On the other hand, 43 percent said their teams would spend more time aggregating data in one place than actually using it to make decisions.