Can big data and analysis replace intuition?
Pradeep Kumar and Roopa ChoodamaniFCB Chicago
Does Big Data inspire or hinder creative thinking?
This essay was entered into The Admap Prize 2015. For more information visit the Prize page.
With such a provocative topic with polysemic terms, we want to start by defining them in a marketing context and avoid the semantics before we unfold our point of view to our readers.
What is Big Data?
In marketing, we have always had molehills of data inspiring creative. We see Big Data as huge sets of raw data, encompassing...