Does focusing on ROI hinder marketing creativity? I would argue yes. In a recent article I read, Melbourne Business School Marketing Professor, Ujwal Kayande, discussed how big data shouldn't replace old ways of thinking about data so that we remain innovative.
As I recently began an intensive course in digital marketing, I was intrigued to hear his views. Professor Kayande basically went on to say that as marketers we need to remain creative and view data with some subjectivity rather than letting it reign supreme in all we do.
I've been a culprit of letting metrics stifle my creativity. I can get too caught up and overwhelmed with data that it becomes information overload rather then helping me move forward or just 'try things out'. I want to execute engaging brand ads, information-sharing brochures and take-away flyers for my current employer, but I'm often at a loss on how to measure their effect - ROI in other words - so I second guess their execution.