Use “Both-Brain” Marketing to Balance Creativity and Analytics

August, 2014. 

An article by Aditya Joshi a partner at Bain & Company published in the Harvard Business Review.

Published back in the August issue of the HBR, we just come across this short but useful way to think about gut versus math.

Main Findings

  • Set the right tone at the top
  • Integrate both approaches into the production cycle
  • Design clear decision-making processes
  • Nourish both-brain skills with thoughtful training and incentives

Top Quote

“With the marketing analytics available today, there’s a real danger of analysis paralysis. So marketers need to identify the specific decisions that could benefit from analytic insights, clarify the criteria used to make each decision, and only then gather the required data and perform the needed analyses. To avoid turf wars, project or campaign leaders should assign clear roles to both analytic and creative team members for each of these key decisions.”

People Detected

  • Aditya Joshi, a partner at Bain & Company.

 Companies Detected

  • Google
  • Volkswagen.

The full article is available on the thought leader’s website here.


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