Last week in Malmö, Sweden, innovators like Reddit co-founder Alex Ohanian, branding expert Cindy Gallop, and EyeQuant’s very own Fabian Stelzer convened to speak about the future of design, technology, and communications at Media Evolution’s The Conference. During his presentation, Fabian walks us through a defining question for many at The Conference – an issue which has integral to any discussion about branding, advertising, and marketing. That is, how do we reconcile data with creativity? 

Reaching into philosophy, into art history, and into science, Fabian fleshes out a new way for web designers and online marketers to think about testing, analytics, and making decisions by using data creatively.

Clocking in at about 15 minutes, you can check out what Fabian has to say during your coffee break:

Meanwhile, if you’ve got some more procrastination time to spare today, we highly, highly recommend checking out our favourites from The Conference:

Cindy Gallop on redesigning business, sex, and opportunity:

Matthew Berman, on distribution hacking:

…and for something more unexpected, here’s James Bridle‘s talk on mental and conversational models of new technologies: