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No. And this is coming from a Data Person. Both are needed and both need to work together.
No. Data is an input to strategy. It doesn’t replace it.
I feel like this conversation started a decade ago and then it turned out that number crunching has limited value in a creative industry.
And yes I know you can make that argument about strategy, too.
I've recently worked with so-called "strategists" whose idea of insights have become no more than a data dump. No cause & effect, no summation on actionable findings. Literally 5,000+ rows on an excel document. So to answer your question, no.
What makes you think that
Freelance (former Droga5) 1
Nope. Good data doesn’t lead to insightful creative that connects with people - but it’s important to the campaign overall. Spotify’s ads are an exception
Agree to disagree here. “Data” isn’t just performance numbers, but emotions, behaviors, cultural allusions, etc. Some agencies grasp that and have their data teams do more than performance reporting and optimizations, and work closely with strategy and creative on briefs and idea development.