Trying to Integrate Data Science and Creative Design? 4 Things Modern CMOs Should Consider

Intelligent and imaginative machine learning is key

The proliferation of digital channels today presents an additional challenge for CMOs. Illustration: Beate Sonnenberg/Getty Images

Whirlpool won the Data Lions Grand Prix this past June for its creative use of insights (and washing machines) to keep kids in school. If Whirlpool is any indication, data activation through creativity heralds a tipping point that modern marketers should take note of if they are to take the lead.

This story first appeared in the Sept. 4, 2017, issue of Adweek magazine. Click here to subscribe.
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