Creative use of big data.

The topic for this year's Admap Prize is "Does Big Data inspire or hinder creative thinking?" It is a polarizing topic. Some view Big Data as a Holy Grail for current marketing problems, while others view the highly technical and algorithmic nature of Big Data practice as antagonistic to creativity. Even among its advocates and practitioners, Big Data is largely seen as a means to provide inputs that assist the creative process, or a mechanism for optimizing brand messaging and media targeting.