2024 Cella Intelligence Report: Applying Data-Driven Strategy

See what the experts are saying about data, AI, operations, technology and the future of the industry.

Marketing and Creative Operations is in a time of extraordinary transformation. Changes in operational structures, technology and finding emerging niche talent remain at the forefront, but these components all have one quality in common. They hinge on data.

The 2024 Cella Intelligence Report, formerly known as the In-House Industry Report, focuses on providing a universal view of the current state of Marketing and Creative Operations. In its 14th year, this annual benchmarking focuses on the dynamics that teams experience across the industry as well as within their specific teams. This year, we surveyed nearly 500 of the industry’s top pros and asked them to share their collective knowledge with us. Our interactive report provides a detailed look at their responses and provides analysis and perspectives from leading industry experts.

Discover what you need to know in the Cella Intelligence Report:
  • Build it so they will come: Data-driven decision making is invaluable and increasing, but there’s a gap in structured data collection and visualization strategies

  • Getting personal: Personalized customer experiences hinge on dynamic content optimization, and data is the key

  • The AI mixed bag: Enthusiasm, limited adoption, education and high hopes for productivity

  • Creative concerns: Lack of planning by business partners, time constraints on creativity, and the delicate balance between priorities and resources are on the minds of creatives

  • Speed, quality and price: Working with offshore partners is a big plus, bringing additional dedicated resources, reduced costs and extended business support

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