Data-driven advertising: Automation or emotion?

Alan Schulman

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 2, 108-109

Abstract: As data become an essential part of making marketing smarter, more efficient and more one-to-one, will data-driven creative follow suit? What will data-driven creative at scale look like? Are we so seduced by the notion of addressable messaging at scale that we are putting the plumbing of automated advertising before the poetry of ideas? This comment highlights the risks of relying too heavily on the science of marketing, reminding us that we are in the business of ideas, not automation.

Keywords: data-driven creative; addressability at scale; algorithms; science of advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/2570/download/ (application/pdf)
https://hstalks.com/article/2570/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2014:v:2:i:2:p:108-109

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().