Analysis of data provides an objective, numbers-based tool to inform brands about consumer behaviour and preferences.

However, gut-feel and a level of human experience can bring a personal element of empathy in marketing - something numbers can't provide.

How should brands create concepts that earn consumers' attention while respecting their privacy? Should up-and-coming marketers be trained to do what they love and use their gut instead of data? Or vice versa?

During a Future of Media webinar on June 29, a panel of experts debated how much weight data or gut-feel strategies should carry in building outstanding brand marketing campaigns. They also explored how to apply owned data in a creative, strategically effective, and legal way.

Moderated by Siya Sangweni, the panel included:

• Lindile Xoko, chief revenue officer at Primedia Broadcasting;
• Linda Appie, head of marketing, at TymeBank; and
• Leigh Carter, head of digital and group brand partnerships at Arena Holdings.

Watch the recording of this virtual event above. 

This Future of Media event would not have been possible without these valued sponsors: TymeBank, The MediaShop, TBWA\SA, The FM Redzone, Arena Holdings and Arena Events.