According to the name, marketing analytics and data science are purely scientific endeavors, so it’s reasonable to assume that most people think of it as such. However, many data scientists consider their field to be a combination of the two. What’s the reason behind this?
You Need Creative Problem-Solving in Marketing Analytics
Only a few professions do not need some degree of creativity—creativity allows experts to overcome challenges.
As there are several methods to analyze and model information, data scientists must often operate within vaguely defined constraints and determine for themselves how best to describe their analytics projects. This methodology differentiates marketing analytics from a non-artistic field.
Here are a few benefits of approaching marketing analytics like an artist:
People With a Solid Right Brain Tend To Be a Better Content Creator
Unique content has been more sought for in recent years. There is 47% of B2B buyers consume three to five pieces of unique content before contacting a salesperson, according to a recent study (source). Therefore, technical, complex, and often dull topics must be transformed into intriguing and engaging marketing material in the B2B industry.
Let’s imagine you’re making a commercial for your newest product, and you want to use video to promote it. A marketer with a scientific background may create advertising that explains what the product does, why the buyer needs it, and how to purchase it. On the other hand, an artist may create an advertisement that tells a compelling story about an enjoyable consumer experience.
Right-Brained Marketers Are More Likely To Interact With Their Consumers and Prospects More Personally
It is only through the eyes of an artist that one can grasp the complexities of human nature. As a result, you feel a connection to the characters in your favorite program or novel’s dialogue.
When it comes to marketing, you need to have human knowledge of your target audience. For example, of the B2B purchasers, 50% said they are more likely to buy if they have an emotional connection to a brand (source).
By analyzing your target audience’s online behavior, preferences, and routines, you may learn about them. However, only an artist can see beyond the numbers and connect with a viewer more personally. As a creative, an artist may develop a campaign that speaks to the intangible elements that make us human.
The Science Behind Marketing Analytics
Scientifically minded marketers tend to be “left-brain thinkers,” much like creative thinkers. They use logic, facts, and analysis rather than feelings and creative intuition to make decisions.
According to research, data-driven marketing methods are becoming increasingly common in contemporary firms. There are 64% of marketing executives that “strongly believe” that success in a hyper-competitive global economy requires data-driven marketing (source). As a result, one might argue that left-brain thinkers are more qualified than ever before for marketing positions.
A scientist’s viewpoint on marketing has several benefits, including the following:
Marketers With a Left-Brain Rely on Data and Statistics To Guide Their Judgments
The study of marketing is a never-ending cycle of observation and revision. If you don’t know where you’re going and how to get there, you will not reach your destination.
From the structure of their landing page to when they tweet, all decisions are based on data. They can enhance their marketing approach via testing and iteration consistently.
When It Comes to Audience Targeting, Marketers Who Stress Accuracy Tend To Be More Scientifically Minded
Yes, an artist may elicit strong emotional responses from their audience. But if they can’t locate their audience in the first place, their efforts will be for naught. Likewise, a scientific marketer can’t depend on hunches.
As an alternative, they use customer data to create detailed buyer personas that include the features and attributes common to all their most loyal clients. With reliable data, marketers know exactly who their target customers are, where they are located, and how they should be approached.
Final Thoughts
Marketers in the modern-day use approaches and strategies that were unimaginable to their forebears. Change is inevitable for a business practice that relies heavily on technology and innovation. It’s crucial to remember that marketing is both a science and an art, as data sources become increasingly integral to your effective marketing plan.
To be successful in marketing, you need to balance intuition and statistics, feelings, and logic. The key to long-term marketing success will always be a combination of aesthetic and scientific traits.
Are you looking to learn more about restaurant marketing? Check out our blog on why restaurant glocalization matters.
