Data best practices: Curation, ethnography and asking better questions

This report summarises a presentation from creative agency Iris Worldwide at the 2014 Cannes Lions International Festival of Creativity, discussing how planners can use data in smart ways.

Data best practices: Curation, ethnography and asking better questions

Joseph CliftWarc

"Data makes us think differently," said Chris Baylis, ECD of independent creative agency iris worldwide, summing up the message of a Forum session held by iris at the 2014 Cannes Lions International Festival of Creativity.

But what, asked Baylis and Ben Essen, iris' head of planning, are some practical and achievable ways that agencies can embed good data practices in the way they work?

Brands and agencies are already tapping into the much-heralded Big Data trend in order to make better work. But, one major argument from...

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