CREATIVITY AND ANALYTICS IN MODERN MARKETING: AN INTEGRATIVE APPROACH TO THE DEVELOPMENT OF EFFECTIVE STRATEGIES

Abstract

Introduction. Modern marketing increasingly demands the integration of both creative and analytical approaches to ensure strategic effectiveness. While creativity fosters emotional resonance and brand uniqueness, analytics provide data-driven justification and optimization. The evolution of digital technologies, artificial intelligence, and behavioral metrics has shifted marketing from intuition-based to highly personalized and adaptive communication. Purpose. The purpose of this study is to investigate the interrelation between creativity and analytics in marketing practice and to substantiate an integrative model for developing effective marketing strategies based on their synergy. The research aims to reveal the role of both components in enhancing campaign performance, decision-making, and customer engagement. Methods. The study employs a qualitative synthesis of analytical reports (Deloitte, McKinsey, BCG, Gartner) and current industry cases. It systematizes key advantages and disadvantages of creative and analytical components and models their interaction in a four-stage cycle: creativity, implementation, analytics, optimization. A comparative analysis of marketing effectiveness indicators (KPI) and segmentation tools is also presented. Results. The analysis confirms that neither creativity nor analytics can ensure marketing success on their own. Effective campaigns are rooted in the synergy of inspiring ideas and data-backed decisions. Key findings include personalization and automation are enhanced by creative design; analytics guides budget allocation and message targeting; data without emotion lacks resonance, while creativity without measurement risks inefficiency. An original table of KPIs and optimization tools is proposed, and a practical model for iterative campaign adjustment is developed. The study also explores how data-driven approaches are applied in educational marketing and institutional branding, emphasizing their growing relevance in non-commercial contexts. Conclusion. The integration of creativity and analytics is a strategic imperative for contemporary marketers. This duality enables businesses and educational institutions to craft resonant, measurable, and adaptable campaigns. The study demonstrates that the future of marketing belongs to professionals capable of combining imaginative thinking with analytical precision. Sustainable brand development arises when emotional engagement is reinforced by empirical insight.