Speaking in a debate at Marketing Week Live event in London today (29 April), marketers from the UK brands spoke about the importance of “data storytelling” in order to reach customers in what has become an increasingly “fragmented” space.
James Holden, marketing and awareness director for BBC News, said that insight, or information that gives you the “ability to see the world through another set of eyes” is crucial for brands, particularly the BBC, in a world where audience platforms are constantly changing.
“We don’t want to be audience-led, but audience-informed,” he added.
Ed Best, head of insight at BT, said the brand Read full story ›
Source: Marketing Week
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