Doubling Creative Impact with Human-Centered Data

Marketers and storytellers are deluged with big data, but often fail to ask if that data is relevant to the goals of their campaigns, or collected ethically. A growing group of storytellers and data scientists believes we can do better. They’re using new technology to run ultra-rapid randomized control trials that double the impact of brand and advocacy storytelling, with informed consent from audiences.
In this session, we'll learn how storytellers including Airbnb are using this new human-centered data to build trust, combat xenophobia, get out the vote, and develop wholly new agile content creation processes. Marrying art and science, we'll learn how they are motivating behavioral change in ways that were previously impossible.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Tia Cummings
Tia Cummings

Walker & Company Brands

photo of Aparna Mukherjee
Aparna Mukherjee

City of Los Angeles, LA2050

photo of James Slezak
James Slezak


photo of Karla Timmons
Primary Access
Platinum Badge
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Secondary Access
Music Badge
Film Badge