Opinions on Data 2014

Data Opinions foreword

Michael Barnett

No-one would argue today that data isn’t one of the main tools of the modern marketer. Many marketers will not be data experts, though, and all have scope to improve their knowledge, which is where these essays can help.

Experian: Sending the right message

David Struth

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Despite the explosion of social media, email remains the preferred marketing tool but the data needs to be managed properly as a business asset to get high response rates, says Experian’s David Struth.

Bright North: Busting the big data myths

Rob Hick

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A backlash against ‘big data’ has led to questions about whether it is overrated, but Bright North’s Rob Hick believes it does offer opportunities and provides pointers on how to make the most of them.

Turn: The importance of the right alliance

Pierre Naggar

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Turn’s Pierre Naggar explains why it is crucial for marketers to surround themselves with internal and external partners that facilitate the integration of data across their business.

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