Cognitive marketing ‘the next big wave’, says Red Agency’s James Wright

The “next big wave” in marketing and communications will be cognitive marketing, the mind behind the message which makes data more human, Red Agency’s James Wright has claimed.

James Wright: “It’s about the experience digital and technology can give you”

Wright, the managing director at Red Agency and Havas PR APAC and the COO of Havas Worldwide Australia, described cognitive marketing as a method of using data to get to know people and learn from them to personalise content and experiences, mimicking the human thinking processes.

Speaking at yesterday’s PRIA conference, Wright said: “The big differences between programable machines and cognitive is that one’s based on a set of data and programable logic and the other learns as it goes, understanding patterns and probabilities to improve its outcome; it’s based on dynamic data.”