99U: Don't Let Smart Be Dumb – Matt Ingwalson

Matt Ingwalson, Executive Creative Director at Vladimir Jones, shows how data and creativity should work together. The Internet gives marketers access to an infinite amount of data. But used incorrectly, all those numbers lead to false conclusions, off-target creative, and the wrong sorts of consumer actions. In this talk, Matt outlines the common mistakes we make when we tap into Big Data. And he'll share a strategic process for getting from an unwieldy set of numbers to a tight brief that will set your creative team - and client - up for success.