With the beginning of the early 2010s, marketeers were finally starting to realise the true potential of big data. The consensus was that big data was the next marketing disruptor. When it came to serious, well-thought-out implementation, however? Crickets (well, mostly).

A primer on effectively leveraging data was long due. In a language that marketeers across industries could understand. And that's exactly what we did with ‘Data In. Data Out. Transforming Big Data into Smart Ideas’.

As a researcher, writer, editor, and art director, my focus was to underline the importance of both capturing the right data in the first place (input), as well as analyzing that data and reaching the right insights (output) for effective brand communications.

Global, 2015