After reading an article by Lisa Seward of Mod Communications in 'Media' I'm realizing that I'm on the the right path in this software development journey.
Ms Seward states: "Because I'm a strident promoter of creativity in advertising, it might surprise you that I genuinely embrace this development toward data-driven marketing investment decisions. But I do, absolutely. First, it allows marketing budgets to accomplish more, which is supposed to be the reason we all do this work in the first place. Second, and almost more important at a time when those budgets are under such intense scrutiny, it allows marketers to prove that marketing does indeed work. Third, I choose to believe it's possible to allow facts about what and how advertising works to enhance creativity rather than stifle it. How cool would it be to know where to focus our thinking instead of stabbing blindly all over a blank white page in search of ideas?...
In the near- to mid-term, there will be plenty of work designing and building these sophisticated databases, as well as conducting the incredible amounts of research necessary to populate them with initial data sets. As some shops have already figured out, there's also a fertile opportunity to sell any manner of communication-planning capabilities in the interim."
The media business is in a constant state of evolution and frankly, revolution. I will make certian that I am positioned to take full advantage of the changes.
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