big data debate IS BIG DATA PUTTING AN END TO hile Big Data has become a maor great MARKETING CREATIVITY? influencer in marketing, decisions fueled debate by creativity have only rarely been There’s much debate over whether the finalised without any hard evidence of an increasing use of Big Data has overpow- eecution’s success. Though creativity ered the use of creativity in marketing. As favours irrationality over the rational, data the process of targeting consumers, using from lived eperiences and observation an increasing amount of data has has still been used to fuel thought become relatively streamlined, creative processes. mechanisms to reach the same audiences have largely diminished. Despite the - Data is rational, creativity is irrational inherent challenges, incorporating Big Data with caution and responsibility can - Data is knowledge, creativity is lead to innovative communication imagination solutions - not before possible without - Data is certainty, creativity is uncertainty ever increasing visibility and accessibility of consumer behaviour patterns. creating the balance hile Big Data has become a maor influencer in marketing, decisions fueled by creativity have only rarely been finalised without any hard evidence of an eecution’s success. Though creativity favours irrationality over the rational, data from lived eperiences and observation has still been used to fuel thought processes. 25 25