Volume & velocity: The two ways big data is redefining creativity

This article argues that big data can enhance creativity in advertising by creating a closer-to-real-time feedback loop that helps creatives improve their work.

Volume & velocity: The two ways big data is redefining creativity

Sam Bueno de MesquitaZenithOptimedia

Does Big Data inspire or hinder creative thinking?

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

In 2014, Americans spent more time on apps than they did on the webi. Those apps can record each action and tie it to a single user. The marketing stacks offered by Adobe, Oracle's Blue Kai, Google, Facebook and the big advertising networks can then link that digital footprint with credit card history, store card...

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