As marketers face growing pressure from the c-suite for more accountability and demonstrable results, data and analytics become drivers behind all key marketing functions. The adoption of data driven marketing is now essential, from understanding how to find and reach customers to determining the effectiveness of media spend, message/channel optimisation and analysing consumer behaviour. Bryan Hall, Neustar’s Senior Director for Australia, shares insights on the topic in B&T.
Read the full article from B&T here.
Leave a Reply