Marketers love data and why not? Data offers the proof that clients demand. But wait. Data isn’t the be-all-to-end-all of marketing. Even numbers can be imprecise, after all. And the public, well, they don’t fall in love with numbers. They fall in love with beautiful things. And if that beautiful thing is targeted with lots of data, what’s not to love? Here, Advertising Age reminds marketers that falling in love with data shouldn’t come at the expense of creativity.

Data May Be the Holy Grail, But Creative Is the Secret Weapon