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Data in Advertising

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Sometime back, Martin Sorrell, WPP’s head honcho, was mentioning about data and how it can help creativity. In fact, he went onto the extent that (ad) agencies are no longer in advertising business (http://www.thedrum.com/news/2016/03/24/sir-martin-sorrell-definition-creativity-needs-change-we-re-not-advertising-business)
In today’s world, you are surrounded by data. In fact, it is happening right now when you are reading this. Your browser, the webpage, your device, everything is collecting data. From a marketing perspective, it was always a numbers game. Only difference, now, the numbers has become bigger and complicated.
So, what is data? It is nothing but a collection of values - numbers, words, observations. Most creative folks in the agency would be aware of the numbers/stats quoted in the market research done by the planning team or client’s marketing team. It is just that, previously, it was mostly qualitative but now it is quantitative.
While there are tons of information regar…