How data driven creativity is changing advertising

Creativity used to be a nebulous concept. Traditionally, creative departments spend weeks, sometimes even months, coming up with campaign and ad concepts guided primarily by subjective creative instinct.
The dawn of technology and data science in the ad universe has completely changed the ballgame. Now, marketers are equipped with insights capable of informing every stage of the creative process from planning to execution. It’s no longer a “let’s get this out there and hope for