The Intelligent Creative Spotlight series highlights the most innovative marketers using creative data and insights to drive performance within their companies and industries.

In this video, Director of Social Media US & Canada at Marriott International Laura Troy shares how she uses creative data to learn which activities and experiences to highlight that will best capture travelers’ attention. With those insights she creates ads accordingly to drive higher-performing content that goes beyond industry-standard messaging and visuals to emotionally connect social ads with consumers to inspire travel.

Watch to learn how the IMPACT ’22 award winner for Best Use of Social Media Analytics leverages data in the production of her social media ads.