Ad Ex Machina
Margaret ColesGoodby Silverstein & Partners
Does Big Data inspire or hinder creative thinking?
This essay was entered into The Admap Prize 2015. For more information visit the Prize page.
Anyone who has ever bought a stock or even invested in a mutual fund will have seen some version of this phrase in the marketing materials: 'Past performance is not an indicator of future outcomes.' So powerful is the lure of past returns that the US Securities and Exchange Commission felt compelled to regulate1this warning to consumers as a bulwark against the...