Where Intuition and Data Analysis Meet

What comes to mind when you hear "creativity"? Colorful? Intuitive? Playful visuals or art? Now, what about the word "data"? You probably picture computer screens, bundles of cables, graphs, and spreadsheets, right?

From a marketing perspective, creativity and data might seem like completely unrelated elements at first glance. However, much like the left and right sides of the brain, creativity and data are far more closely connected than we might think.

 

The future of marketing lies in the fusion of "data" and "intuition"

At frog, we often combine these two elements in branding and marketing to deliver customer experiences rich in value, consistency, and satisfaction, while also achieving business results.

I recently contributed to the fourth issue of "Conversations for Tomorrow," a quarterly publication by the Capgemini Research Institute (CRI) . Titled "The New Face of Marketing," this issue features insights from top leaders across various industries on the evolving role of the Chief Marketing Officer (CMO).

The future of marketing hinges on how effectively we blend data analysis and interpretation with creative presentation—ensuring audiences perceive this data as personally relevant. By appealing to emotions and fostering empathy, we build customer trust, which in turn strengthens brand credibility.

Creative Approaches Utilizing Data

Even those currently engaged in data-driven real-time marketing must now enhance their creativity to explore novel ways of using data and devise new approaches to brand strategy and brand identity. Furthermore ,leveraging creativityenables data to significantly boost operational speed and flexibility. This is clearly demonstrated by a recent survey conducted by CRI.

※ = Data-driven
A methodology for decision-making based on collected data, not solely on experience or intuition.

 

79% of data-driven marketers reported being able to respond more agilely to customer and market needs than other marketers. The "The New Face of Marketing" report also highlights the benefits of data-driven marketing that leverages creativity:

"ability to respond effectively to rapidly changing trends"
"Generating personalized ideas tailored to customers"
"Leading to a new paradigm enabling highly targeted customer engagement"

Among others.

One example where creativity and data are strongly integrated is the innovative technique called "Dynamic Virtual Advertising." This uses AR (Augmented Reality) technology to display targeted content based on the broadcast channel and the viewer's location, requiring equal parts creative power and digital skills for handling data .

To reach as many audiences as possible, creative content must be fused with the technology needed to deliver it. Furthermore, to determine where within the consumer's digital environment an ad will be most effective, precise data analysis is essential.

This technology is already being used in the real world. Let me explain how it actually works. Imagine you're watching a soccer match. Behind the field where the game is being played, there's an electronic scoreboard displaying advertisements. However, for people watching the match on TV, different ads appear depending on their viewing region and channel.

In other words, the TV station uses dynamic virtual advertising technology to overlay virtual ads onto the actual ad images, broadcasting them to viewers without them noticing—ads that differ from what the stadium audience sees. This technology allows for more precise scheduling of ad placements tailored to the target audience.

Enhancing Intuition with Metaverse and Other Technologies in Mind

Data-driven creative producers must also shift away from relying solely on instinct when creating content. They should effectively combine collaborative creative processes with research that yields reliable data. To respond to customer changes in real time and in a way that resonates with them, both creative intuition and data-driven research are equally important.

Considering the future advancement of metaverse technology, leveraging creative power when utilizing data will become indispensable for creating truly moving, sensory-focused virtual experiences that forge closer connections between customers and brands.

To actively leverage real-time data, draw inspiration from it, and build new digital realities, we must unravel the individual's surrounding environment. This requires constructing metaverse worlds based on an understanding of where people are, who they are interacting with, and in what context. Marketing teams leading this exploration into new territory will likely include data scientists who can tell compelling stories and marketers who can effectively utilize real-time insights.

Creativity and data are no longer opposing forces, nor are they mutually exclusive. They never were. The new face of marketing is one that harnesses both. For companies and organizations seeking results in the new front iers of advertising and media , we marketers can and must reach the point where creativity and data converge.

To learn more about the convergence of creativity and data, or the evolving role of the CMO , download the Capgemini Research Institute report .

This article is also published in the web magazine "AXIS".