Accessible, quantitative analysis should inform, not replace, creative impulse

摘要

In advertising and MARKETING, the "quants" seem to be taking over. At least they have a strong wind at their back. As a result, the creative perspective-and sometimes the voice of experience-is being drowned out when making marketing judgments. For good, understandable reasons, empirical methods are being demanded by business leaders in order to bring some accountability to marketing and advertising activities. This demand may seem driven by our economic circumstances, but in reality the current turmoil only accelerated it.