September 2025
Beginner to intermediate
200 pages
5h 48m
English
Content preview from Using Creativity and Data in Marketing
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
01 Data demystified
I’m embarrassed to admit this, but when I started out researching for this book I thought that data meant 1s and 0s or alphanumeric data, but this is far from true. Digital data is one form of the stuff and easier to measure, but data is simply a record of something happening. This can either be beautiful, clean structured data or a chaotic soup of sensory experiences. And what makes it more interesting is that they are both exciting and useful for advertising folk. As I had conversations with senior advertising professionals, I became increasingly red faced as I realized that the world I live and work in is a small niche within a ginormous ecosystem of interconnected qualitative (qual) and quantitative (quant) data.
I started ...
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