Data can help us discriminate between creative options. A retailer might test one creative option focusing on quality against another offering a discount for example. But if the resulting data suggests that the discount was more successful, that’s not to say the right move is to start discounting everything.
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In scientific studies, the bigger the data set the better. A clinical trial with 100 people is better than 50 people. 1,000 people is better still. No doubt about that. It's the same story in marketing, right?
http://www.thedrum.com/opinion/2018/05/10/what-s-the-deeper-worry-around-big-data-and-creativity
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