The most seductive aspect to Big Data is it can trick us into believing things about us that may not be accurate.
The emphasis on “data mining” for insights into consumer behavior has grown exponentially in the last few years, all in the name of how companies can sell more shit.
Intangible yet highly valuable assets such as the collective creative fire power on a company’s team are questioned when held up against the tangible results brought in by the bean counters.
In light of these spreadsheets, those of us for whom the creative act IS our contribution to the bottom line can call into question our efforts when compared to the folks over in analytics.
But new research by Adobe and Forrester Consulting is showing that creativity does in fact drive business results and can be measured in terms of the language that seems to answer the only question anyone’s interested in these days:
How much will that make us?
Not that we needed a research study to prove that creativity ROI exists. We’ve known that all along.
Still, it’s nice to be validated.
