New Marketing Machine Has Powerful Engine But Bad Drivers, Few Mechanics

Author:
Ted McConnell
Source:

The plume of exhaust left by consumers as they socialize, surf and transact is becoming the fuel for insights and efficiencies for marketers.

Data is the new black. Everybody's doing marketing analytics, and the sector providing the software to do this is growing consistently at a 20% clip. Pressure to demonstrate marketing ROI is driving the growth, and cheap infrastructure components are enabling it.

For marketing, the stakes are high. In media, everybody wins when the right consumer gets the right message...

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