Metrics: The Role of Data in Creativity

  • Room: 208
  • Session Number: MMC2
Monday, April 30, 2018: 3:15 PM - 4:00 PM


Allen Gannett
Founder & CEO


This session will explore how the world's best creative uses data in their processes. The research comes from Gannett's forthcoming book, The Creative Curve, where he interviewed dozens of the world's modern creative geniuses. How does Ben & Jerry's use data to create great ice cream flavors? What do movie marketers and political campaigns have in common when it comes to data?

  • How great creatives incorporate data into their process 
  • The tools and methods for people with low, medium, and high budgets.
  • The difference between proactive and reactive data


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