How analytics puts science behind the art of advertising

Digital tools have replaced hand-held instruments at the drafting table and in the editing room, but according to JWT Atlanta’s Carl Warner, the biggest change he’s witnessed in the advertising business is the rise of analytics. But Warner cautions against treating data as an end in itself. “Metrics can illuminate things we couldn’t dream of being able to see 25 years ago, but the science should complement the ‘art’ in a decision, not supersede it,” he writes.  Adweek


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