| SPOTLIGHT ON |
| Let’s stop pretending marketing is just math |
| Marketers love data. We live in data, attribution models, and the pursuit of optimizing every click. But somewhere along the way, have we lost the plot? (Cue the “Twilight Zone” intro.) |
| And a few thought leaders recently challenged the ‘data-driven’ obsession: |
| 📌 Sam Kuehnle argues that marketers should be data-informed, not data-driven, meaning numbers should guide us, sure—but not replace creativity and intuition. (Read more.) |
| 📌 Liam Moroney highlights how marketing keeps chasing the next shiny technology, instead of focusing on compelling creative and strong execution. (Read more.) |
| 📌 Kacie Jenkins reminds us that sometimes, gut instincts beat spreadsheets, and not everything needs a data-backed decision to be the right one. (Read more.) |
| So, what if 2025 was the year we focused less on precise data dashboards, and made more space for creative, messy, gutsy marketing. |
| The case for being data-informed (not data-driven) |
✅ Data should support decisions, not make them for us.
✅ Just because something is measurable doesn’t mean it matters.
✅ Creativity, intuition, and deep customer understanding still win. |
| When data becomes a distraction |
❌ Optimizing for clicks instead of meaningful engagement. (Zero-click content, anyone?)
❌ Chasing attribution models that don’t capture reality.
❌ Ignoring long-term brand impact in favor of short-term metrics.
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| How to rethink your relationship with data |
📊 Use data as a tool, not a crutch. Metrics should validate a hypothesis—not replace judgement.
🧠 Make room for qualitative insights. Talk to customers. Read between the lines.
🎨 Prioritize creativity again (please). The best campaigns are remembered for their ideas, not their CTR.
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And to be clear—I’m not saying ditch Google Analytics or Looker. But I am pushing for you to ask yourself what ideas you’re holding back just because you don’t have the “perfect” data to prove they’ll work? Try, learn, fail, and create something cool (that might even win).
— Lydia 💜 |
| Dive deeper |
| ✨ 13 ways to balance data use and creativity in your marketing campaigns |
| 👥 The 2025 Advertising & Marketing Report |
| 📝 The art of balancing long-term branding and short-term performance marketing |
