Taking a "both-brain" approach to marketing, which is essential to perfecting the right mix of creativity and analytics, starts with leaders who are enthusiastic about creating such an organization and understand the change needed to achieve it, writes Aditya Joshi of Bain & Co. Keep the creative process from becoming too data-heavy by clearly identifying the decisions that could benefit from analytic insights before gathering data.
How to successfully combine creative, data-driven approaches
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UNIVERSITY OF VIRGINIA