The consistence importance of using and applying the usage of data and the internet of things (IoT), as a topic, has had marketers jumping for sheer joy for a number of years now.
But there's an emerging concept within Data known as beautiful data, explained Haydn Sweterlitsch, chief creative officer at HackerAgency, who spoke to 12ahead’s Navjot Singh at Cannes Lions earlier this week.
“The opportunity for data from agencies and clients comes in two places: One is in informing clients so they can make better decisions. We have been using the term 'Big Data' for several years now but the reality of the situation is that very often is that big data not necessarily ‘Smart Data’. One area that agencies really have an opportunity is in data visualisation for their clients. Very often clients will have all this volume of data at their fingertips but they cannot consume it. They can't digest it so they cannot get the nourishment that they so deserve. So, the easier the agencies can make the data to consume for their clients and visualise it so that they can see the trends and they can see what is important, then clients would be able to make more informed decisions and help the data to fuel their marketing decisions.” Said Haydn.
Continue reading, "Cannes Lions 2016: The Next Step in Data is 'Beautiful Data'" at 12 Ahead.