By (L to R) Georgine Hajjar (creative strategist), Marie Abiad (strategic planning director) and Kinda Al Issa (director of partnership & experience), MEC
Big data. AI. Machine learning. Real-time data.
We have become an industry obsessed with data. We have created algorithms, built dashboards, and developed analytical models in our quest to strengthen our strategies and plans.
The general consensus is: the more you know today, the better you’ll be prepared for tomorrow.
Yet does this statement ring true today? Does relying on past data and behaviour make us more prepared to tackle the future? Do we need data to create innovative ideas or does data limit our creativity?
Today, the
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