Introduction
Companies across the globe have realized that there's a lot of value in data and that activating this value can provide a significant competitive advantage. It doesn't come as a surprise that data driven solutions are seen as key enablers of modern marketing, however there's a tremendous need to bridge the gap between the required science, technology and commercial perspective.
In most companies there is a lot of data available - some of it hidden away in silos, some easily accessible. Many businesses have invested heavily in the required infrastructure to "do something" with all this data, so the...