Data in 2016: Data-driven creativity

This article, taken from the Warc Toolkit 2016 report, looks at the fusion of data and creativity.

1. Data can fuel better creative output in at least four ways

The emerging partnership of data analysis and creative thinking is taking a number of forms. Smart analysis of data is bringing better insights around which to build creative work, including behaviour-based segmentation. Programmatic buying allows brand-building creative to be tailored to audiences at scale. Campaigns or platforms are being built around real-time data feeds. And campaigns can be tested in real life quickly, allowing optimisation.

Implication:It is important to link data management and data analysis with creative development – for example, by pairing analysts with creative and...

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