By Audrey Kemp

At the ANA Masters of Marketing, AT&T’s Kellyn Smith Kenny demonstrated how pairing big data with so-called ‘thick data’ helps brands uncover the emotional drivers behind consumer behavior, offering fresh insights into key audiences.

AT&T CMO Kellyn Smith Kenny spoke Wednesday at the 2024 ANA Masters of Marketing conference in Orlando, Florida, where she emphasized the importance of ‘thick data’ in gaining a comprehensive understanding of consumer behavior.

“Big data is super healthy, but it doesn’t tell the whole story,” Kenny said. Painting a complete picture of consumer behavior, she argued, requires the combination of big data and ‘thick data’ drawn from Read full story ›

Source: The Drum