Big Data: Is It Killing Creativity?

A session at SXSW Interactive 2013

Sunday 10th March, 2013

4:00pm to 4:15pm (CST)

Storytelling. Creativity. Emotion. These elements have forever been the backbone of marketing.

But now, thanks to the digital revolution, the creative industry finds itself balancing two very different approaches. While new technology and mobile devices have brought exciting new ways for marketers to connect with their audiences, they've also brought something else: data. And it's big data - full of all kinds of information about customers. Now marketers know more about their audiences – where they live, what they like, their social networks, where and how best to reach them – than ever before.

The rise of marketing analytics has resulted in information previously not available to an artistic industry rooted in creativity, not numbers. But how much customer data is too much? What if creatives overanalyze data and lose the art of compelling storytelling? Will dashboards push aside storyboards? Hear how data and creativity are both competing and coexisting in marketing today.

About the speaker

This person is speaking at this event.
Matthew Langie

Sr Dir Prod Mktg, Adobe

Next session in Room 615AB

4:15pm Internet of Things: Of Bears, Bats & Bees by Scott Jenson

7 attendees

  • Daniel Sollero
  • hugh garry
  • Matt Blasco
  • Matt Langie
  • Andre Passamani
  • Jeff Putthoff, SJ
  • tulio tavanielli ⚫️⚪️🔴

5 trackers

  • Alan Botvinick
  • Anthony Schrauth
  • Carolyn Chandler
  • Alex Howard
  • Julia Kaganskiy

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Time 4:00pm4:15pm CST

Date Sun 10th March 2013


Room 615AB, Hilton Austin Downtown

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