Throughout my career thus far as a graphic designer, I’ve focused on creating beautiful campaigns to help direct an audience about how to think about an organization, an event or a product. However, to cut through the noise, capture the attention of your target market and engage a prospective customer, you must evaluate the data behind your marketing campaign. To focus on the art of your marketing without applying analytics is throwing your company’s money to the wind. If you don’t effectively manage and monitor your marketing endeavors, you might still see an influx in business after you place that in-display ad on YouTube, but you won’t know if that piece prompted that customer to walk through your company doors or if they came on the recommendation of a friend, for instance. You won’t know if that YouTube campaign was a good investment or whether your next approach should involve a radio or TV spot because you didn’t consider the psychographics of your ideal customer, who, as it so happens, is predominately male, between the ages of 45 and 60, who takes comfort in maintaining daily routines, watches a great deal of television between the hours of 5:00 and 7:00 p.m. and strongly defers to the opinions of their family and friends when considering what (insert your product type) to purchase. Only when you marry art and science and consider the data when you strategize on your creative will you master your market and consistently achieve a profit. Moving forward, I will consider myself an artist and a scientist.

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