Great media strategy is both an art and a science – a fusion of left-brain logic and right-brain creativity. While data has become the cornerstone of effective media planning and buying, success isn’t just about crunching numbers. It’s about understanding the human story behind the metrics.

At Smithfield, we embrace what Mark Ritson calls ‘bothism’ – just as brand-building and performance marketing must work together, data-driven decision-making needs to be both analytical and creative. Through our work with leading brands, we’ve discovered that transformative results come from combining structured data analysis with creative interpretation and strategic thinking.

“Understanding our audience through data is key,” explains Sarah Coften, our Head of Digital Strategy. “While data analysis is often seen as a purely logical, left-brain activity, true insight requires creativity – reading the data, interpreting human behaviour, and finding the right jump-off point for strategic thinking.”

Let’s explore how this balanced approach unlocks the full potential of media strategy.

1. Less noise, more signal

While the instinct to gather more data is natural, the real advantage comes from asking the right questions. Success lies not in the volume of data, but in its strategic application.

The opportunity: Build a focused data strategy that drives action.

• Identify the key metrics that directly connect to business outcomes
• Create clear frameworks for turning insights into action
• Establish a unified view of performance across channels

Best practice: As Garett Farell, our Head of Planning, emphasises: “The key is to start with a clear goal. Understanding what question we’re trying to answer or what challenge we’re solving keeps us grounded throughout the analysis process.” This focused approach ensures insights are not only accurate but meaningful and actionable.

2. Attribution that actually makes sense

As consumer journeys become more complex, our approach to attribution must evolve. Modern attribution goes beyond basic models to capture the full impact of media investments.

The opportunity: Embrace sophisticated attribution that reflects reality.

• Implement multi-touch attribution to understand the complete customer journey
• Use incrementality testing to measure true media impact
• Develop dynamic scenario planning for optimal budget allocation

Best practice: Build attribution models that account for both immediate impact and long-term value creation. This balanced view enables more strategic investment decisions.

3. When brand meets performance

Today’s most successful strategies recognise that brand building and performance marketing work in harmony. This unified approach delivers both immediate results and sustainable growth.

The opportunity: Create seamless integration between brand and performance efforts.

• Measure how brand activities influence conversion patterns
• Track engagement metrics that indicate long-term brand health
• Optimise for customer lifetime value while maintaining efficiency

Best practice: Develop measurement frameworks that capture both immediate performance and brand building effects, enabling truly integrated media strategy.

4. The power of true partnership

The most effective data strategies emerge from strong collaboration between brands and their agency partners. When both parties bring their expertise to the table, the results can be transformative.

The opportunity: Foster true data partnership.

• Align on clear data governance frameworks
• Integrate first-party data strategies with media execution
• Conduct regular collaborative reviews of measurement approaches

Best practice: Create open dialogue about data quality and measurement, ensuring all stakeholders contribute to continuous improvement.

5. The human edge in AI

As Sarah Coften notes, “The era of the ‘black box’ dictating performance is over. Algorithms process vast datasets in real time to determine probabilistic outcomes, but it’s humans who define what success looks like.” While AI and automation offer powerful capabilities, their true potential is realised when guided by human insight and creativity.

The opportunity: Leverage automation strategically.

• Use AI to enhance rather than replace human decision-making
• Ensure brand safety through careful oversight
• Apply machine learning insights to fuel creative innovation

Best practice: View automation as an enabler of human creativity and strategic thinking, not a replacement for it.

6. When data ignites creativity

The most compelling campaigns arise when data insights inspire creative thinking. This synthesis of art and science leads to breakthrough results.

The opportunity: Let data fuel creativity.

• Use consumer insights to inspire new creative approaches
• Identify emerging opportunities through data signals
• Foster collaboration between media and creative teams

Best practice: Integrate data throughout the creative process, using insights to unlock new possibilities rather than simply validate existing ideas.

The Smithfield difference

Success in modern media comes from combining analytical rigor with human insight. At Smithfield, we believe in:

• Turning data into strategic and creative advantage
• Building comprehensive measurement frameworks that drive growth
• Unifying brand and performance for sustainable success

Want to explore how data can transform your media strategy? Let’s start a conversation about unlocking your brand’s full potential,  contact us at hello@smithfieldagency.co.uk.