It is utopian to imagine a world without feedback. But a world with little to no subjective feedback is a possibility – distant, but a possibility. As brands and advertisers normalise data-informed decisions in operational and executional output, the possibility of data being the eventual sieve in decisive creative decision-making is likelier than ever.
Different facets of advertising can now be positively affected by educated actions and feedback.
Guesses, whims and instinct take the back seat
Does the use of data in creative work mean the end of using our human faculties? No. Never. They become ancillaries to the development and approval process. Data can defy common sense sometimes, but
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