By Natalie Mortimer

IBM’s Europe CMO Caroline Taylor has applauded the use of big data and deemed it “marketing heaven” as she urged companies to embrace it to improve their offering.

Speaking at the Dmexco exposition in Cologne, Taylor said the use of big data has enabled brands to create strong experiences and that those who are worried about the transparency it brings need not be.

“It’s marketing heaven,” she remarked. “We are processing it, analysing it, and gaining insight from it. We’re using it every step of the way from research and development all the way through to marketing.

“Some organisations have found it a Read full story ›

Source: The Drum