Data science advises creative teams about the elements that make an ad impactful.
This piece argues leveraging data in a while designing ads can help drive exceptional creativity. Regular communication between the marketing and data teams is required to exchange all sorts of useful information about potential customers and previous campaigns, among other things.
With the rise of zero-party data-, the specific information was given by the users- expectations for personalisation and creatives has also increased. The availability of this specific data can help the creatives design ads that are more relevant and have more value.
Human behaviour analysis using the corresponding data, however, can only be successful if done by the humans. Data analytics experts also need to use their life experiences, emotions and empathy to bring in a human element to the ads.
[6 minute read]