​Expedia’s top tips on using creativity and data science to boost your brand

“Programmatic is this intersection of creativity and data science, and at Expedia we merge these two things together to use creativity, but empower it with data science,” Expedia’s head of brand marketing, Vic Walia, claims. Speaking at the Programmatic Summit 2016 in Sydney, Walia revealed that in the past 18 months, Expedia has focused on understanding the potential of programmatic in order to become more creative with its branding, marketing and advertising strategy. “When trying to use data in a real-time , bidding ecosystem, things can become very complex very fast,” he told attendees. “But I like to simplify things. So at Expedia, we use creativity as a base and then usedour tech stack to really make the creativity work for us.” The emotional and functional connect Walia said the…


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