Markus with his agency Heimat Wien is known for regularly setting new standards in data-driven creative communication with subversive, innovative campaigns. In "How To Data. Creatively." he will explain what the new data cavalry means to the work of creative agencies, and how it helps to create creatively excellent works – all of which are meeting the agencies principles of “Smart. Surprising. Touching.”. Using concrete best cases of the Heimat group - from Hornbach and Swisscom to CNN – he will demonstrate how to not just sit on the big data bullshit heap and rummage around indiscriminately, but how to focus on the crucial questions first for finding the right answers to create smart and touching work based on Science Fact instead of Science Fiction.