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Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing by Jason Burby, Shane Atchison

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03DATA INSPIRES CREATIVITY

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INTRODUCTION

Creative people have often cringed at data, and sometimes they have every right. Historically, marketers have used data primarily to test and verify projects, which does little more than stifle creative ideas. On the other hand, we’re not huge fans of appointing all-powerful creative directors who work purely on their own intuition. Instead, we believe that data can deliver powerful moments of truth that can inspire creativity, encourage bold ideas, and allow you to hang on to your vision in the face of ...

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