By Jessica Davies

There is no denying the power of customer data, but if used badly it can have disastrous consequences and result in creating bad brand experiences and alienating customers. With terms like ‘data is the new oil’ being touted freely for the last few years, many marketers have become convinced by the notion that future success lies in big data sets.

But the race to obtain reach has often come at the expense of relevance, and in today’s fiercely competitive landscape consumers are more unforgiving than ever.
The most obvious example of where data has not been used to its full Read full story ›

Source: The Drum