Marketing in the Dark : Dark Data
The rise of marketing technology has in some ways shined a light into areas that were previously hard to measure: media effectiveness, engagement with marketing campaigns, and the impact on the bottom line.
But new areas of darkness have been created: growing amounts of siloed and unstructured data that are not harnessed, conversations in private channels and marketing technology platforms that are disjointed.
This Whitepaper explores the extent to which companies are effectively utilising data for their marketing programmes, with a focus on what ‘leaders' are doing compared to their ‘mainstream' counterparts.
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