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The proliferation of technology and the sheer abundance of consumer data has caused significant shifts in the marketing landscape. If the future of marketing is data-driven, companies need to prepare for this future.

The large agency holding groups certainly see the industry moving this way. The likes of WPP, Dentsu and IPG have taken bold positions, investing over $4bn¹ to acquire companies that enhance their credentials.

These industry changes bring challenges and complexity in equal measure, and there is no one-size-fits-all solution. That said, there are several areas of common ground that can help companies implement a successful data-driven marketing strategy such as and there are significant gains for those that get it right.