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Customers love your use of marketing data … not!
Applied Marketing Analytics: The Peer-Reviewed Journal,
2
(3),
190-191
(2016)
Abstract
This opinion piece describes the need for the marketing analytics community to focus on using data to better serve customers, rather than extracting data to optimise marketing messaging.
Keywords: marketing analytics; marketing; data and analytics; marketing ROI; marketing as a service; Keith Weed; CMO; Unilever; advertising
The full article is available to subscribers to the journal.
Author's Biography
Bruce H. Rogers writes for Forbes about thought leaders changing the business landscape and is responsible for Forbes Media’s Insights division and CMO Practice. Forbes Insights is a strategic thought leadership practice engaged by blue-chip companies such as IBM, KPMG, Google, EY, Deloitte, Cisco and others. The Forbes CMO practice comprises content, thought-leadership and events for senior marketers incorporating the Forbes CMO Network and events like the Forbes CMO Summit. He is the co-author of the recently published report ‘Publish or Perish — A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain’.
Citation
Rogers, Bruce H. (2016, September 6). Customers love your use of marketing data … not!. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 3. https://doi.org/10.69554/YHAB9773.
© Henry Stewart
Publications LLP
Publications LLP