Originally Published in: MarTechSeries
October 6th, 2017
Creativity and Data Science Need to Come Together for Customer Engagement
Ben Alpren, Head of Vendor Partnerships, The Exchange Lab, spoke to us from DMEXCO 2017 about customer engagement being a key topic of discussion at the event. Ben said, “In Sir John Hegarty’s keynote on the main stage, he talked about how creativity is the lynchpin to engaging consumers and therefore vital to any business operation. Up until recently, advertising has not been able to keep up with consumer engagement. The industry has often favored data at the expense of creativity – not because it wasn’t important, but due to a focus on performance and scale.
Ben said, “What is interesting is that advancements in the collection of data, through, for example, the Internet of Things, is enabling advertisers to create more bespoke, personalized and attractive ads. The creative versus data debate is one that has been discussed many times before, but as the industry evolves, it’s a debate that’s never been as relevant.”Follow The Exchange Lab (@exchangelab) and MarTechSeries (@MarTechSeries) on Twitter.