This is a great article in AdAge that looks into how the explosion of data can help us cater our messaging to audiences.  The story mainly focuses on online ads but sums up with a good point that applies to both digital and traditional,

“Good advertising is about storytelling, but online advertising has largely focused on the science and technology of delivery and not the message itself. We need to start giving the art just as much emphasis.”

Good – and memorable – ads do tell a story.  They are compelling and creative.  Data can help the creative process by helping define the intended audience – painting a more vivid picture of who we are trying to reach.  So can data write a script? No.  But it can make the creative narrative more effective by helping us to know our audience better.

–  Team SHC