Data-driven creative: Where efficiency meets emotion

“An algorithm cannot come up with the perfect gift for your wife,” said Stephan Beringer, the Publicis Media data, technology and innovation practice chief, who went on to warn that slavishly trusting in targeting data could lead brands all down the same path, whereas the secret to engaging people lies in creative disruption.
According to Rachel Bristow, director of client partnerships and collaboration at Sky Media, meanwhile, the most powerful data-driven tool is a human being.
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