How IBM and Philips are developing the data-driven marketing officer

This event report argues that in order for marketing departments to get the full benefit of data there needs to be a huge shift in attitude.

How IBM and Philips are developing the data-driven marketing officer

Jo Bowman

Data has the power to transform marketing departments into more effective and efficient operations, implementing best practice from around the world – but there needs to be a huge shift in attitude for that to happen, speakers from IBM and Philips told the 2016 I-COM conference in Seville.

Insights generated by the huge volume of data now available to marketers should be helping determine the direction of marketing and to fine-tune campaigns on the fly, the conference heard. But too much data could be a distraction, and teams...

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