How data unlocks just-in-time creativity

This article argues that as change within markets accelerates, big data can help marketers better understand what is happening and what impact their communications are having.

How data unlocks just-in-time creativity

Alex SteerFabric Worldwide

Does Big Data inspire or hinder creative thinking?

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

If you've ever sat through a bad wedding speech, you'll know the shared pain of watching someone trying to be perfect. The best man or the bride's father, unaccustomed as he is to public speaking, shifts nervously, sweats uncomfortably, and glances at his notes. He clears his throat, takes a sip of water. And you shift and shuffle with him. The whole room feels...

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