Domo’s CMO, Heather Zynczak, recently sat down with Crimson Marketing’s CEO Glenn Gow to discuss data’s growing role in marketing, how marketers need to re-strategize around data and if being data driven detracts from marketers’ creativity.

Below is a brief excerpt. You can listen to the 22-minute event here.

Gow:

So, interesting, so I’d say you’re an outlier in terms of your ability to talk to the numbers at the executive level, but what about the other side of marketing and can’t you lose your creativity by being so data driven?

Zynczak:

I actually think it’s the opposite. I feel like we are much more creative at Domo because we have numbers.

I am happy to give people…who have these wildly crazy, cool, edgy ideas [a chance to try them], absolutely, because I can measure it. I know I’m not going to waste money on it. I can spend $10,000 or whatever your pain point is and track it. And we know within the first two days if it’s going to make sense or if it’s going to work for us.

So, I actually think it allows you to be more risky and try new and creative things. And the second thing is I think it give validity to your creativity. … No one could come in and say hey that’s bad creative, or I don’t like your creative that’s not a good idea. Well you know what, it doesn’t matter what you think because the numbers prove you wrong.

Gow:

The market speaks, not an opinion.

Zynczak:

The market speaks. I like that.

Listen to the rest of the podcast here.