Digital marketing: oops, your algorithm is showing
Martin HaywardAimia
Digital marketing and big data analysis promised so much: the answer to marketing's big questions about consumer buying patterns. But, the picture isn't anything like as rosy as expected, with a persistent downward spiral of sales promotion activity. What has gone wrong – and how can we put it right?
The marketing world has embraced the digital world with enormous and unquestioning enthusiasm. What's not to like, when digital promises to unilaterally answer the two key questions that marketers have traditionally struggled with: how do I understand my customers better;...