ADT finds the "So what?" behind big data

This event report addresses how ADT, the security company, is making nuanced use of big data to drive the maximum benefit from its marketing.

ADT finds the "So what?" behind big data

Stephen WhitesideWarc

With big data providing a constant stream of new facts and figures about customer behaviour, many marketers are looking for strategic safety in numbers.

But according to Jerri DeVard, svp/chief marketing officer at security company ADT, this approach provides less protection than is often assumed. "I do think that data is really overrated," she told delegates attending the Association of National Advertisers' (ANA) 2015 Masters of Marketing Conference in Orlando, Florida.

"I sit in meetings all the time where people come and present data. And I sit back and...

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