Some types of data are acutely under-utilised, writes Amy Wright, Director of Client Strategy at Automated Creative, who argues that creative trigger data can help translate impressions into intelligence.

Why it matters

With brands now navigating a sea of data every day, one size doesn’t fit all when it comes to generating useful insights. Creative data offers untapped potential.

According to Wright, any data in and of itself has no inherent quality. It is neither useful or useless. Only through structuring and processing data to find patterns and insight does it become valuable. Insights from data must service a business...