Matthew Miller
Jun 18, 2018

The prize for integrating data and creativity: 2X better revenue growth

McKinsey unveils new research showing that companies figuring out how to effectively combine creativity with data are reaping a significant windfall.

McKinsey's Jason Heller (left) and Brian Gregg

Forget about deciding whether marketing should be data-led or creativity-led. That’s a false dichotomy. The reality, according to fresh McKinsey research, is that companies that manage to effectively integrate their creative process with their data-analytics efforts grow two times faster than their peers.

The claim comes from research with 200 CMOs and other marketing leaders, which McKinsey’s Jason Heller, partner and global lead for digital marketing, and Brian Gregg, senior partner, unveiled...

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