Very rarely do we hear or see the word ‘data’ in isolation of phrases like ‘deep fake’, ‘governance’, ‘data fabric’, ‘biofeedback’, ‘data mining’, ‘artificial intelligence’, ‘machine learning’ and so on. In fact – even its simplest associations churn out words like ‘statistics’ and ‘numbers’. It seems very likely that we have become immune to these repetitive, somewhat nebulous phrases. Perhaps more alarmingly, we too quickly forget that at the heart of data, is information about people. It feels almost pointless – even irresponsible to have a data conversation without first and foremost thinking about people.
Which is why at dentsu, our fundamental belief around data is that the best data is the data that customers want to handover to you. Once upon a time, we just wanted people to feel begrudgingly okay with handing over personal details – but this is no
