Marketing agencies are constantly reinventing themselves to keep up with the latest tips, tricks, and trends handed down from the “experts.” It feels like there’s always a new magical marketing tonic being sold out of some roaming wagon. Well, we say humbug to that! You can be the most creative agency around*, but without solid data to wrap your highfalutin’ ideas around, you’re just throwing campaigns at the proverbial wall and hoping something sticks. Not only does that get expensive mighty quick, but even if something does “stick”, there’s no telling why. We’ve seen monkeys throw stuff that sticks to walls, but that’s not something we want to emulate. Bottom line, wasting clients’ money on haphazard creative hurts our hearts. That being said, if all you have are robots crunching numbers you may be able to target an audience like nobody’s business, but what happens when you reach them? Robots aren’t known for their panache. Your campaigns may be lean and mean, but if you don’t have quality creative you won’t motivate your audience to action and you won’t generate revenue. Here’s how we see it. There isn’t a magical marketing tonic that will enable agencies to connect with everyone at once. However, the right data can help us identify your most valuable audience and the channels they use. With that knowledge, we can create a campaign that resonates with those folks and develop a strategy for testing, tracking, and tweaking it to perfection. If you’ve got math and pretty colors, how can you go wrong? * Make that the second most creative agency around. We call dibs on most creative.