The power of 'why' in the big data age

This essay argues that Big Data cannot give the insights that are vital to great creative work, it can provide crucial guidance along the way to these insights.

The power of 'why' in the big data age

Simon McEvoyJam @The Engine Group

Does Big Data inspire or hinder creative thinking?

This essay was entered into The Admap Prize 2015. For more information visit the Prize page.

Ever since I began working with large data sets in creative agencies, the question over Big Data's power and its role in the creative process has loomed large. At first people questioned how useful this new insight source actually was. But as the debate progressed it became clear that there were schisms emerging between those who swore by...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands