According to Luke Brown, chief executive officer of creative agency Affinity, the key to using “scary smart” data more effectively in marketing is having a firm methodology and acknowledging that datasets that work for one business won’t work for all.
“Part of our role is to go into clients, help them see the wood through the trees and work out what are the things that really matter in order to analyse and be able to predict the customer's next moves,” he said at the Mumbrella360 conference in Sydney recently.
Nowadays, marketers are drowning in data – everyday, the...