Customer data – and as, if not more importantly, the insights derived from it – is the engine that now powers effective marketing. But in the light of macroeconomic shifts and, more specifically, recent changes made by Apple and Google in relation to how they handle data, the new year comes at a time when many brand owners are reappraising and refactoring their marketing strategies.
A reassessment of the fundamentals
At a macroeconomic level, soaring inflation, fluctuations in demand and supply, to cost-of-living concerns and looming recession are forcing businesses to reassess marketing budgets and how those budgets will be...
