How consumer data is shaping creative

Examines the ‘butler vs. stalker’ scenario and how creative can work to get the balance right so that the resultant ads feel like a service and not an imposition.

Data and creativity

This article is part of a series of articles on data and creativity. Read more.

The volume of consumer data that is now being harvested by platforms and machines is astronomical and becoming increasingly sophisticated. This exponential growth is opening up new and exciting opportunities for marketing creative but at the same time creating moral dilemmas vis-à-vis the way this information should be used.

So, what kind of data is being captured? In the app world, the prize went to Amazon's Alexa, which topped last year's charts for both Android and iPhone downloads. The quirk...

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