Waste is great and Big Data the end of Creativity or Seduction
Everybody rushes for Data. it's the new gold. We believe (and make our clients believe) that with the digital development, new (especially mobile) devices and big data (the integration of all customer relevant data-sources managed with targeted analytic programs) we can mass-customize our offerings to our audiences - wherever, whenever.
And the whole industry dreams about it: No waste. Total relevance. 100% ROI.
BUT ... think it through: do you really believe that that is actually possible and it will really happen one day? Do you think that you, or any other Consumer, can physically handle 3.000 top relevant, micro-targeted messages per day??