Is big data too big?

Data has found its way into almost every corner of marketing. But has it spread too far? For The Drum’s Data & Privacy Deep Dive, Amplify’s Rosie Copland-Mann makes the case for a recalibration.
My first exposure to advertising was watching Mad Men. I remember thinking that advertising was a load of people in suits, going with their gut feelings, pulling creative ideas out of thin air, and sipping on too many glasses of whisky.
I was quite shocked when I got my first job in adver