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Essays

Creativity vs data. Two kings, one throne

No blood will be shed, because there is no battle happening here. Choose a side and your brand will ultimately lose. What would flabbergast me is if you even believed there was a choice to be made in the first place when you read the title of this essay.
The combination of art and science has always given us the power to create “magic”. Remember the days when need-based attitudinal studies were the greatest gifts to marketers when it came to understanding consumers? Let’s also not forget the cost implications, which would inevitably add up to gain these tools.
In today’s marketing arena, marketers have cost-efficient access to billions of real-time data points. The volume of data is


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