Number of Figures: 2
This IDC Insight explains why modern marketers must invest equally in technology, analytics, and creativity. Creativity is potentially more powerful in driving customer experience and expectations than technology or analytics. Yet it typically gets little to no active investment of time and resources. Five simple practices are introduced for drawing creativity out of the technology- and data-oriented modern marketer. In addition, two case studies are presented to illustrate the extraordinary results that can be achieved when all three factors — technology, analytics, and creativity — are used to create brand-new experiences for customers.