When thinking of using data to shape our campaigns, we need to deeply understand our target audience before the campaign is created. It is also important to understand what are the things that might resonate with them, is it messages, images, tonality?

The art side of a campaign focus on the design of it, while the data side focus on the research completed to understand that target audience. There are two main steps to integrate both sides:

  1. Sit down with the creative department and see how the message will be delivered.
  2. After the ideas are created, analyze if these fit within the messaging and the data about the target audience in order to create the right campaign.