Retiring the ‘It Will Never Replace…’ Trope or Learning to Love Data…Again

Just a few years ago, data was ‘…the New Oil’ across industry conferences and trade media alike. As an industry, we were generating lots of it even if we didn’t entirely know what to do with it. Platforms such as Musicmetric and Next Big Sound helped us visualise it, but there were only so many data scientists to go around and a dearth of marketers coming in to the industry from sectors that frankly had been employing big data analysis effectively for years, including other media and entertainment outlets.