September 2025
Beginner to intermediate
200 pages
5h 48m
English
Content preview from Using Creativity and Data in Marketing
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03 Evolving data strategies
The way we use data today would melt the mind of any Mad Men-era marketer. Real-time data, constant tracking, endless dashboards, Gen AI, it never ends. It wasn’t always this intense. Here’s how we got here, and why it matters now.
In this chapter I’m going to share stories and anecdotes from seasoned veterans who have watched the use of data in advertising evolve over the last 20 years. We’ll see that the scale of data is increasing so far beyond marketers’ ability to use even a fraction of it. But also that it has been on a slow march from being something we used after a campaign has run to being an important consideration at each stage of marketing.
The dawn of web analytics
Around 1998 Jim Sterne witnessed the ...
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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.