We spoke to Dr. Hsin-Hsuan Meg Lee, a professor here at
ESCP Europe specialising in self-presentation and digital identity.
She is currently teaching a class called Creative Analytics. Her
degrees in zoology and animal behaviour formed the bases for her
scientific research training. Indeed, when she made the transition
to marketing, she carried the habit and love of observation with
her. She maintains that this is also why observation is still her
favourite research method, a method on the rise since the emergence
of the digital culture.
Tell me a bit about your Creative Analytics
course? Can marketing analytics really be creative?
The Creative Analytics module is not about the debate
and paradox between creativity and analytics as is often portrayed
in popular media.