Category Archives: Data Science

The Evolution of Forecasting


Humankind has been trying to predict the shifting patterns of the world around us for centuries. Weather forecasting, our way … Read more


The Evolution of Forecasting


Humankind has been trying to predict the shifting patterns of the world around us for centuries. Weather forecasting, our way … Read more


Art Vs. Science: Why Data is Crucial for Ad Creatives


“Even the most siloed creative sitting comfortably under a rock has to bring data, and the insights that it provides, into their work to survive in the business of selling things.” –Cannes Lions Jury

In recent years, there has been growing critique on the supposedly narrow focus of data driven advertising in the adtech industry. This critique usually stems from a firm belief that advertising is an art that does not follow rules and that doesn’t allow itself to be captured in frameworks. However, others have a more nuanced point of view and see the combination of good data and creatives as the key to success. Continue reading