The concept of big data is, like most great ideas, a simple one: get as much information as possible on the market you are trying to reach. Use that information to improve your product and marketing to create the most efficient, most attractive product possible. The main premise is that crowds are smarter than one person. Rather than “trusting your gut” or blindly listening to the highest-ranking person in the room, let the numbers decide. It is the most democratic, most effective method out there. So it should apply to creative, obviously, just like it should apply to any other …Read more »