Balance between creativity and analytics

[sumaiyakhatun26]

In marketing, people often talk about dividing specialists into “digital” and “creative”. I have always been closer to analytics. I like working with numbers, tables, funnels. However, I understand the importance of creativity, so I entrust this part of the work to designers and other specialists.

My job is to test multiple options, give the audience the opportunity to choose the malaysia customer email list best one, and draw conclusions based on data. In digital, this is the most effective approach: start with broad testing, collect analytics, and optimize the campaign to achieve results.

What is more important: Hard or Soft skills?
In my work, I believe that a balance between technical (hard skills) and soft skills is needed. Analytics is the foundation. You need to be able to record and analyze data from advertising campaigns, conduct A/B testing. Continuous learning is another important component. After all, the digital environment is changing very quickly: advertising cabinets are being updated, new functions are appearing, such as the transition to Google Analytics 4.

Soft skills also play an important role. A sense of humor, flexibility, and the ability to find common ground with colleagues are important in a team.