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Posted by Dr Hsin-Hsuan Meg Lee at 9:49 - 0 Comments

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.

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