WPP, Channel 4 and Team Obama: A guide to building one-to-one marketing strategies with the DMA

This report presents an overview of the DMA’s Technology Summit where marketers and advertising agencies gathered to discuss the challenges and opportunities facing brands when developing one-to-one marketing strategies.

WPP, Channel 4 and Team Obama: A guide to building one-to-one marketing strategies with the DMA

Lena RolandWarc

The over-riding theme that all the speakers had in common at the DMA's Technology Summit, which took place in London earlier this week, was that while it is challenging to manage the vast amount of data now generated, advances in technology is making this easier. Rather, it is managing the human aspect that is most challenging both internally with regards to changing corporate cultures, and externally, in terms of how to build consumer trust.

Dr Phil Klaus,...

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