How high quality data can either be the Holy Grail or Achilles heel for marketers

Marketers today are navigating in an era of ongoing technological disruption. Digital transformation and the influx of smart technologies have evolved customer expectations and led to an unprecedented demand for instant gratification and high-quality, personalised experiences across all channels.

At the same time, there is a growing need for transparency, accountability and ethics in marketing, especially as additional states continue to introduce new data privacy laws. These rising...

A marketer’s dilemma: Overcoming the challenges of the data disconnect

Few businesses can thrive without using their data effectively these days — and in marketing, data is particularly foundational. Despite its importance, that doesn’t mean the process of gathering and using this information is easy or simple (few things ever are) and it’s certainly not fail-proof. There’s always room for human error.

When collected and analysed effectively, data delivers insights that can help increase marketing ROI and grow brand loyalty....