Data is often thought of as a new medium for artists, but it has long been central to the art world. MC Escher was a true data artist in that mathematics was central to his work.
He created art by understanding the rules and patterns of the world and through this understanding he liberated his creativity. He could follow or bend these rules to create art works that make the viewer think differently.
The creative industries can use data in the very same way. We use it to understand the rules and patterns of all aspects of communications, including culture, consumer behaviour and brand categories.