Creative types, analytics can help you

If you are working as a creative, then you probably have a keen mind, with the ability to observe and to imagine, ever since childhood. You will probably also have an appreciation of repartee and humor like few others, not to mention empathy that makes you a trusted and popular companion. You have always tended to use your right brain, as well as your high emotional intelligence.

Today you rely on what your fairy godmother gave you. Your intuition remains important, but you have learned from experience that sometimes it can play tricks on you. You are always interested in what’s new, and you have naturally heard talk of business intelligence, analytics, predictive science. But you have also seen those as being far from your personal comfort zone, and generally reserved for the ‘nerds’ or ‘geeks’ that you moved away from in childhood.

But what could be more efficient than building on observations and facts?

Outside work, you never fail to notice an opportunity. In fact, you are always on the alert for them. But at work, sometimes it can be hard to identify an opportunity. You need to feel it, or even better, see it. Modern visualization tools, also known as business intelligence, or BI for short, can illustrate the obvious but also help you to see what is not obvious. In fact, the most powerful tools help you to see changes in the boundaries of what you can actually believe.

As a bonus, they also mean that you will have no trouble convincing your peers and shareholders of the merits of what you want to do.

They go beyond your ego or your reputation, and mean that you can back up a hunch with evidence.

Now you can be more efficient and also achieve better performance by using analytical solutions. These will help you to identify trends and anticipate as you start marketing.

Analytical solutions are backed by algorithms to help you to determine what offer to make, and how to maximize your goal. By looking at reactions to past proposals, analytics will tell you not only what offers to make and to whom (performance) but also how (by what means), and even when (the perfect moment).

Emerging customer intelligence capabilities can be seen as a natural progression from Mad Men to Math Men. But increasingly we are finding that math men are excellent partners to mad men, and in fact, both are necessary for world-class marketing capabilities.

Ready for a lesson in modesty and openness? To discover how SAS analytical solutions could help you, download the white paper: Customer Intelligence in the age of data-driven marketing