“Only a minority of brands make highly creative and highly effective marketing communications. Work that’s distinctive, well-branded, emotional, fame-driving, maybe even award-winning. Work that will drive sales today, sales for years in the future, and deliver returns far beyond what the CFO would get if she kept the money in the bank. And far from needing terabytes of data – the big data that so many marketers now talk such a good game about – it’s perfectly possible to make highly effective communications that do all the above with the help of just a few kilobytes of data. So here are some of the simplest, most basic, but most fundamental data-points that could transform the effectiveness of any brand’s marketing, if only they were more universally known and used.” Full deck embedded at the end.