How AT&T Uses Big Data to Shape its TV Creative | CMO Strategy …

AT&T’s ‘Lilly’
“It’s Not Complicated” may have been its name, but the insights that drove one of AT&T’s most successful ad campaigns ever were based on a massive three-year big-data project that was plenty complex.The campaign featuring comedian Beck Bennett and little kids in a classroom was the product of a three-year project. It involved an analysis of 40 […]