September 2025
Beginner to intermediate
200 pages
5h 48m
English
Content preview from Using Creativity and Data in Marketing
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07 Assembling the dream team
Given you’ve got this far I’m going to assume you’re committed to using data and creative effectively but unless you’re on your own you’re going to need a team to work with you. But building a team can be tricky – here’s exactly how to get it right.
The good news is that you can get the right balance of creative and data skills to work. David Byrne gave McDonald’s UK as a ‘close to perfect’ example of creating this balance. Their ad agency, Leo Burnett, had managed to collect ‘excellent’ sales data on menu seasonality over the course of 50 months. Byrne told me:
The McDonald’s marketing team had excellent sales data on menu seasonality, their media channel performance and softer, more instinctive knowledge on their ...
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