Michael Kappitt is the Executive VP of Bloomin’ Brands and the President of Carrabba’s Italian Grill. At the recent “Digital Branding Analytics Miami 2019 Conference,” he spoke of the need for balance in marketing. This balance must exist between creativity and analytics or, as he expressed, “math + magic.” You can’t have one without the other; yet you can’t have just one. Acknowledging his inclination more towards the analytical end, he emphasizes that “…if you’re gonna be a marketer and you’re not curious, you should find something else to do…”
How true this is! Without creativity, we lose progress. We not only lose that competitive edge, but also that part of marketing which is an art. However at the end of the day, marketing is a business function, and ultimately, we need to quantity our results. Many pure creatives would love to forget this, but it’s the reality! Numbers are not to be feared.