Big data: Friend or foe?
Clare KaneRKCR/Y&R
Does Big Data inspire or hinder creative thinking?
This essay was entered into The Admap Prize 2015. For more information visit the Prize page.
Big data is seductive. It's a buzz term composed of two simple words, one of which is the always convincing 'big' – we might as well call it mighty data, hero data, 'the' data. Big Data tempts us by promising us everything we ever wanted to know, a laser view into the hidden hearts of potential spenders. The rapid proliferation of digital platforms has lifted...