Double down on data: Marketers using data to drive sales and beat the competition

This article argues that data, like gold, is a low risk high return marketing investment that will drive a competitive advantage in a commoditised market.

Double down on data: Marketers using data to drive sales and beat the competition

Gar Smyth, Marrily McGugan, and Priti Ohri

In a fragile economy, investors typically divest from stocks and bonds and invest in lower-risk securities such as gold. For marketers looking to invest wisely in the tumultuous consumer market of 2016, data is the new gold. When used correctly, data lessens marketing risk and delivers improved returns on marketing investments. Data and analytics also provide the swiftest route to securing a resilient competitive advantage in the current crowded and commoditized market.

In the past, leveraging next-generation data science...

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