The marketing communications industry has always worked with a high level of data. But over the last decade, it’s been transformed by a new degree of granularity — the number of data streams available, new insights, and the ability to take action on those insights.
We’re now working with up to 10 to 50 times the amount of data we had access to before, and it has the potential to unleash a new level of understanding, creativity, consumer value, and monetization. Of course, there are a few pitfalls, which fall primarily into three categories.
Author: Laura Desmond