Maddie Timmas says, “If we’re going to deliver the experiences customers expect, we need to break free from the silos.

If I had a pound for every comment piece I’ve read about the great divide between data and creativity, I’d be about to jet off on a world tour, not just my usual summer break.

Conventional wisdom says data and creativity are forever destined to be the odd couple, and that whenever you put the two together within any organisation the experience won’t be a happy one.

Yet I believe data and creativity can cohabit. More than that, I believe that if we want to produce the memorable, delightful experiences consumers now demand, insight and creativity have to work hand in glove“.

Why the insight & creativity sweetspot delivers better customer experiences

‘Econsultancy’ Blog

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