Stop talking about data and start talking about insight

It's time we stopped talking about data and started focusing on the insights it can deliver, writes Jamie Bell, creative partner, VCCP me

I hate data. Well, not actually data itself, but the word ‘data’. It implies cold calculation, logic, and inhumanity. It refers only to the calculable inputs, which in turn devalues the creativity that comes out of the other end.

Data implies that what we do is largely mechanical, but my experience in the direct space has taught me that ‘big data’ is anything but a Spock-like, robotic methodology. Big data is as personal as it gets, digging deep under the skin of unique customers, to understand them on a personal level.

As an integrated creative director I love what big data has to offer. It gives me a rotoscopic view inside the mind of customers so that I can understand their motivations and create work big on idea that will also deliver (heaven forbid...more http://www.marketingmagazine.co.uk/article/1216254/stop-talking-data-start-talking-insight?DCMP=EMC-CONMarketingDailyBulletin&bulletin=marketingdaily