From the editor: Data is the new black

Colin Grimshaw

Marketers should not automatically expect to be bored, or even fearful, when the issue of data integration is raised.

From the editor: Data is the new black

Colin Grimshaw

Data Integration, huh? I can sense a boredom threshold being tested here.

But stifle those yawns, what we are examining in this month's Admap Focus is not the bits and bytes - the mechanics of integrating data, such as in data fusion. No, what we are exploring is absolutely critical to the future effectiveness of brand communications, and is one of the biggest challenges confronting consumer-facing brands.

That is, how you collate the huge volume of invaluable consumer data emanating from numerous sources - among them credit cards,...

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