Amy Auerbach, group media director at 22squared, mused that “it’s very difficult to find love in an Excel spreadsheet” this morning at OMMA Miami, a conference focused on the intersection of art and science in advertising.
Auerbach’s panel zeroed in on the issues that arise when marketers put to much emphasis on data. The general consensus is that when marketers only see the data, they risk losing sight of their brand message and what makes them different.
If data tells you to do one thing, it’s likely telling your competitors the same thing. And if a consumer can't differentiate between multiple brands, it'll be difficult for them to fall in love.