There’s a perception right now that data and creativity are at odds in the marketing world—but according to Slavi Samardzija, chief analytics officer for KBM Group and Wunderman, the perception is not the reality.
As an analytics expert at a large creative agency, Samardzija—also a 2013 Direct Marketing News 40 Under 40 Award winner—has a unique perspective on the issue, which he shared with DMN Editor-in-Chief Ginger Conlon at DMA2013 in Chicago, where the focus was squarely on data-driven marketing.
Says Samardzija: “The concern stems from a misconception that you have creativity on one side and data on the other. For anybody who has worked with Big Data, they know it actually takes a huge amount of creativity to organize that data, analyze it, and process it.”
