Data and Creativity in marketing shows myriads of examples of how companies like Virgin, Cirque du Soleil, Zappos have used data analysis to improve their content offerings, product and client engagement. Surprising finds of data by Ben & Jerry about customer purchase of icecream - premeditated or impulse? What are the many biases in analysis. Loads of companies worth following in terms of insights that they provide based on analysing the customer data.

This is an Research kind of book on how data analytics can help provide marketing strategies to companies.

It is very prescriptive in how companies can find meaningful insights that they can leverage on to provide better tailored services to their customers and see an increase in profits.

Becky gives examples of how companies like Cirque du Soliel and Ben & Jerrys used “big data” to tailor their offerings to customers. I really liked how she takes the reader through the analytic process.

Rating: 4/5

Favourite Quote: “Data is meaningful, not because of its size and type but because it tells us something about the things marketers have always cared about: our actions”.

Recommendation: If you are a CMO, PR or generally own a business that makes use of marketing strategy, this book is a great one for you. It gives information about where you can find resources and tools to leverage your company’s marketing strategy and address relevant information to your customers.