Knowledge-Based Creative Part 5: Left-Brain Creative (jschmid.com)

Creative and analytics teams are drastically different disciplines, driven by different personalities and workflows, which means that merging them takes purposeful planning.

The timeline is the first big challenge. The creative team looks ahead, creating new campaigns to be launched in the future while analytics teams review the past, examining what happened and translating that into recommendations that apply to the creative team’s work.

Additionally, the speed at which the creative team moves is another difficulty, making the task of stepping into the communication flow feel like stepping into a four-lane highway. But, it’s worthwhile! Data-driven creative performs better due to increased relevance and enhanced understanding of customer behavior. see more at: https://www.jschmid.com/blog/left-brain-creative/

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