Amy Chiwaye is the Head of Business Development at DraftLine South Africa, where she focuses on using data in the creative process to make decisions that drive a return on investment for marketing campaigns.

Beyond the importance of data led creativity, Amy also believes in empathy and working to understand what drives people to buy her products, how they make decisions on a daily basis, and more. All this empathetic activity can be quite draining, however, so we also talk about using meditation for groundedness and recharging.

The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net