Consumer data responsibility lies with head of IT, say third of marketers
With consumer data now considered the fundamental bedrock of digital advertising and minds sharpened by the recent introduction of GDPR, you’d think marketers would have a firm grasp on where responsibility for it sits within their organisations. Wouldn’t you?
In fact, while the majority of marketers consider data use a “very important” aspect of business growth, there seems to be an ongoing conflict when it comes to who should be in charge of it.
A study by the global association for...