When we consider what it takes to execute a successful marketing campaign, strong creative alone is not enough to increase your business’s ROI.
CMOs have access to a wealth of data to help inform business decisions but knowing which data is relevant and useful is the challenge. The industry has been awash with the over-used term ‘big data’ for years but I want to focus the attention onto the capabilities of small data and recognising how to successfully apply it.
Knowing who your customer is, the impact on behaviour from their environment and how they interact with your brand is much more Read full story ›
Source: The Drum
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