Data science: more than just performance play

Youmna Borghol, head of data science at Choueiri Group, talks audiences, behaviour and Mad Men vs the Maths Men with Eleanor Dickinson “There are two different parts to the creative process,” explains Youmna Borghol. “One is obviously technology driven, while the other is about creative messaging. We have seen some of these technologies work, so I think from a technology perspective we have been forward looking and have been able to deliver, but I don’t believe we are adequately addressing creative people within the agencies, because the rest of the foundation has not yet been readied. Once this happens, it will generate the next level of personalisation processes, which will impact how creative teams conceptualise.” The head of data science at Choueiri Group is discussing the age-old problem of the…

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