By Marcus D’Souza

For the past decade, it’s safe to say that marketers have not only known the importance of rich data but have also assiduously worked to collect it. Logically then, they should be able to nail their customer offerings all the time.

But that is not the case. And for many marketers, the goldmine of data that they find themselves sitting on has shifted from a precious resource to a weighty millstone.

And with this overwhelming quantity of data on their hands, what are marketers doing by and large? They’re falling back onto tried and tested metrics like clicks, conversions Read full story ›

Source: The Drum