In a late-2017 Econsultancy survey, one in six brand marketers stated that “data-driven marketing that focuses on the individual” was “the single most exciting opportunity” for their organisation.
Following the Cambridge Analytica/Facebook scandal, though, things have changed. Concerns about public sentiment now override maximizing the use of consumer data, leaving data-driven marketing with an uncertain future.
Brand marketers still have a job to do, though, and many still feel that they are better off using data to help, even though they know that they have to tread carefully.
So how should marketers proceed in the current climate? How can they continue with their data-driven marketing plans?
To find out, I discussed the issue of data-driven marketing in 2018 with Alex Sibois, Managing Director APAC at Lotame and came up with the following suggestions: – Read