Research that has policy impact and industry relevance must be able to engage with a sector’s complexity. However, quantitative research on the creative industries faces several measurement challenges including the sector’s heterogeneity, its varying scales of production and the pervasive effects of digital technological change. To address these issues it is important to take advantage of new data sources and analytical tools, and make better use of existing data sources. This chapter reviews why data analytics is necessary for creative industries research and policy, and the innovations in the quantitative approaches that have occurred in terms of new data sources and analytical techniques.
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