The response is where creativity lives. Everything falls apart if you don’t have the juice to capitalize on the insights you got from the data.

Trump’s team knew exactly where to focus their efforts for 2016. That was half of it

The other half was all the rallies and stops where he literally workshopped all of his slogans in front of an audience. That’s where “lock her up” and a dozen other creative insults and slogans were tested. Like a comedian on tour, he had to work on his material.

You can say a lot about him, but he is charismatic and none of that is data driven. He has instinct on how to hurt people. He has always been a salesman and con artist. These are creative skills

The data gave him the audience but the human angle got him those votes.