As 'Math Men' march into marketing departments the world over, concerns are escalating over the threat Big Data poses to creativity. Will the relentless focus on numbers throttle the creative process? Can creativity be reduced to an algorithm?
The opportunity of Big Data is in augmented creativity - using data to prove and improve creative output - argues Kevin Keane, a self-professed "datasexual" and co-founder of Toronto-based neuromarketing start-up Brainsights. Drawing on industry cases, personal experience and Brainsights’ custom research into the brains of Toronto millennials, Keane will highlight ways in which creatives can use data to prove their own genius, refine their product, and more effectively argue their business case to clients that increasingly demand it.
Co Founder & CEO