Knowing where your consumers are in the purchase funnel helps brands identify how much data to apply to targeting. Catherine Hallam, director of data products at Videology, explains how using data too stringently also limits opportunities.

The volume of data being produced today is staggering. Allegedly mankind now produces as much data every day as it did from the beginning of time until 2013.

Whether or not that is hyperbole, brands do certainly need to try and develop a data strategy that can take advantage of all the information that now exists about their consumers.

Most advertisers realise this and there is a Read full story ›

Source: The Drum