In Advertising  people often refer to perfect pairings. Usually they are talking about Creatives i.e. Copywriters & Art Directors, or even Strategists & Creative Directors.

However a new perfect pairing has emerged with the increasing integration of digital into our daily lives. Vast streams of data are being transferred every second presenting countless new opportunities for learning about customers and their wants and needs. This is what the industry has affectionately termed “Big Data”, as discussed in a recent Harvard Business Review Article.

“Big Data” has inspired a new pairing between Strategists & Analysts. To dissect, discuss and delve into the data. To find trends, insights and patterns. Most of all this pairing will help give meaning to all this new data available to us.