The empathy engine: Big data and the necessity of understanding
The advent of the Big Data era must surely signal the end of the advertising industry's reticence to truly master the data that unravels the behaviour of their customers, which is more personalised than ever. Understanding that data at an individual level in a data-driven empathy with the consumer should form the backbone of great advertising.
The Admap Prize 2015
This essay was the Silver Award winner of The Admap Prize 2015.
For more information visit the Prize page.