This panel brings together thought leaders in advertising and design to debate on the question of whether analytics kills or cultivates great design.

Gaston Legorburu   CCO/CMO,   Sapient

Clement Mok   Instigator,   clementmok.com

Jeffrey Veen   Design Mgr,   Google

Gary Koepke   Co-Founder & Exec Creative Dir,   Modernista

This panel was wonderfully entertaining. Led by Clement Mok, the panel discussed what role analytics should play in design. Jeffrey Veen was on one end of the spectrum with a sizable background in creating and visualizing analytics.  While Gary Koepke was on the other being from a more branding focused advertising background. Here are some of the highlights:

Data can inform you of what is working or not working, but it can't tell you what to do.

Data is great at helping you optimize, refine, incrimentally improve and even  provide inspiration for a new approach. But it tis not the idea in itself.

Be careful of believing in it so much that it won't allow for change. (Amazon)

Bad clients will use it as a crutch instead of using common sense.

The future of measurement will likely show innovation in reading social networks. Not just numbers of visitors, but consideration and affiniity.

Additionally, these animated panelist had some really wonder quotes:

On speaking about Cadillac's new posiitoning, "Between a BMW, a Lexus, and a Cadillac, which one has a gun in the glovebox?" -Koepke 

On traditional advertising, "...we'll cram these messages down their throats, and they'll shit money." -Veen

On the belief in measurement analytics, "It's a measured respect." -Koepke

Fun. Lively. Good way to end the day. Yesterday.