Trend report: Data management in the 'mass personalisation' era

Brooke Hemphill

Offers insight into how brands and agencies alike can prioritise effective data collection and management in the 'mass personalisation' era of marketing.

With new regulations and more brands taking control of their data, data management is on the radar in 2018. As advertisers attempt to achieve personalisation at scale, how can agencies and brands prepare?

It could well be a case of history repeating. As we head into 2018, Procter & Gamble's chief brand officer Marc Pritchard looks to be setting the agenda for the second year in a row following his comments regarding one-to-one marketing at scale.

In an exclusive interview with WARC, Pritchard made the prediction that digital is moving toward the end of the S-curve as the focus shifts...

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