The Ironic Mistakes Marketers Make - Brand Quarterly

Here are a couple of ironic mistakes that marketers make: they put too much trust in careful iteration, and they put too much trust in'human creativity.' Here's the cruel irony of A/B testing content: it creates a data-driven rationale for making creative decisions, but does so on terribly narrow and unhelpful data – your own! Using AI and machine learning approaches to understand audiences from their interactions with third party content, brands can think creatively and strategically about the right way to insert their brand into content they know is actually demanded by the audience. When they recognize that data can be used to make better creative decisions, and that better creative decisions can drive awareness and loyalty, then it's not purely about using data to drive transactions or to force people to watch your content: and that's progress.