| Quick staffing question: Do you have enough poets? They are the key to getting the most out of all the data you have. To put your mind at ease, this doesn’t mean haikus, sonnets and odes are hot new TikTok trends (sadly). As Theresa Kushner explains, a marketing poet is someone who can “absorb the bigger picture and make connections.” Specifically, they can make sense of one area’s outputs “so that those outputs can be understood and used as inputs for another area.” Chances are you do already have people like this on staff and Theresa’s article tells how to identify them. Also, Antoine Grant, owner and CEO of HomeThreads, writes about how and when you should transition from performance marketing to brand and relationship building. It’s a data-driven process, built around understanding when performance marketing starts delivering diminishing returns. Constantine von Hoffman
Managing Editor | 