Can Big Data and creativity play in the same sandbox?

This article argues that data and creative teams should be increasingly intertwined to maximise the potential of Big Data, and offers some tips towards achieving this.

Can Big Data and creativity play in the same sandbox?

Briggs Davidson and Mark FieldingGrey

Data has often been seen as a necessary evil by creatives, but when experts work together to gain insight from the data it can empower creative teams to take controlled risks.

The rapid rise of data-enabled technology platforms has opened up a pathway for new creative opportunities for brands. We're already seeing new platforms leveraging data in the form of digital products, software and platforms. The latest social media platforms, wearable devices, commerce and retail systems are bringing two historically disparate disciplines together: data...

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