How to Fix the Problem When Big Data Fails in Digital Media Planning

Building a closed, symbiotic loop with creativity

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Natural systems have a closed loop. Think about a tree: Its roots gather water and nutrients, enabling the tree to grow limbs and leaves that capture sunlight and provide shelter and food for insects and animals. The leaves fall and return nitrogen to the soil, providing nutrients back to the tree's roots. Take any piece of that out—the water, for example—and the whole system fails.