What is creative data?


With 90% of the world’s data made in the last two years alone, businesses the world over prize highly the knowledge and intelligence it provides. Aided by the evolving technologies that help them collect and harness data, the advertising and marketing industries have come to recognise the huge potential offered by data and consumer data in particular.


What is creative data? Businesses build new ideas more accurately and intricately than ever before: data solves business problems and acts as a catalyst for creativity. The most successful work demonstrates star-bursting quality where creative execution is led by the use, interpretation, analysis and application of data.


Where is creative data? Everywhere, but perhaps you just don’t realise it. Pop-ups on your phone as you pass a cinema reminding you about the latest releases are powered by creative data. Likewise billboards discussing weather updates – and suggesting you buy sun cream – are driven by data. Throughout this booklet you’ll find case studies to review and see how data works in real world examples.


How does it impact advertising and marketing? Data is a key part of the rich mix of technology, creative and analytical thinking shaping the future of advertising and marketing. It binds everything together and creates huge advantages for businesses able to effectively use data.


Why does data matter? There are too many reasons to list but here’s a snappy summary: the more data and information is harnessed from marketing activity - and the more you learn about your customers - the more innovative, creative and effective your business will become. Where creativity marries data, the easier it is to measure impact.


Creative data’s event horizon. The future of UK business is data. That means the skills you acquire through the IDM’s creative data course will help you shape that future. Think of this: with the advent of real-time marketing, advertising served to people who want it rather than tolerate it is one area creative thinking has led to. Use the IDM’s Creative Data Academy as your launch pad to a dynamic career in analytical and creative thinking.


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