Theorem’s Lisa Meyer fears being seduced by data – and missing the need for actual insight.
Last Fall, my colleague here at Theorem, Mary Beth Sousa, gave us all a timely reminder: Let’s Stop Focusing on Data and Get Back to the Message. Her concern: how the lure of big data is threatening to overwhelm teams with just too much of the ‘good stuff.’
…you don’t have to go all the way there in one leap. Theorem Inc.’s delivery head, Manuel Moreta, discusses the steps necessary for moving towards Dynamic Creative Optimization (DCO).
No one would deny that one of the major drivers of change in the digital marketing sector is the move to user-centric design. And it’s got to be seen as a positive development. Why? Because the only way to create compelling, personalized content that really connects with target groups is to make sure it’s produced at the most individualized, customized level possible.