Can big data technology be used to replace creative marketing?

Using big data is a careful balance of staying relevant and being creepy, according to marketers at the SAS Forum 2013 in Sydney on Thursday, but it’s also left many arguing how much creativity can be replaced with technology.
That’s the message debated between panellists from five different organisations, including Medibank Australia marketing and digital general manager Chris Caroll, National Australia Bank customer analytics and research general manager Gautam Bose, the Association for Data-driven Marketing and Advertising CEO Jodie Sangster, Virgin Australia loyalty and customer relationship management general manager Phil Gunter, and SAS VP and chief marketing officer Jim Davis.

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