The Role of Data in the Attention Economy

Great interview talking about the relevance of data:

  • A large proportion of retailers still buy media in channels – this is a challenge because consumers don’t think in channels, and, therefore, a reorganisation of internal structure is necessary to create a seamless brand experience
  • Despite the increasing amounts of data available, only 5% of it is valuable- it is imperative retailers know how to utilise than 5%
  • Use of data in creative is increasingly important, but it is crucial for brands to solve reach first, and creative second