Content Creation – Art or Science?

Today's marketers, publishers and agencies have more data and information at their fingertips than ever before but, in a world where content is king, is creation now more of a science than an art? Finola Austin heads up Refinery29 Intelligence, new media company Refinery29's insights, data and strategy practice. In this talk she'll discuss the use of primary and secondary research and historic and real-time analytics to craft content and how creative brands are marrying art and science. After this session, you’ll be able to:

• Make your research practices more nimble and suited to a fast-paced, digital-first world
• Approach data with empathy and a creative lens
• Implement research and measurement best practices at each stage of the content journey
• Move to a more insights-driven model without limiting your creative possibilities