Knowledge Bank

Back

Unbiased Data-Driven Marketing

CvE

Most marketers would agree that we now live in an era of data-driven marketing. But when much of the data used to power data-driven marketing comes with vested interests in the form of media vendors or internal departments, there is the potential ‘data-driven learnings’ to deliver self-serving conclusions that do not benefit the brand doing the marketing. This article explores the data being used and its biases, the incentives that create further bias, and what brands can do to navigate this complex subject in a way that gives more accurate and realistic data-led findings.

*We would like to communicate with you regarding the products and services of our Marketing & Creative brands, that may be of interest to you. As well as Marketing Week, these brands include Creative Review, Design Week and the Festival of Marketing. If you do NOT want to receive these marketing communications, please email preferences@centaurmedia.com. You can update your details and marketing preferences at any time by visiting your My Account page.

  • Information about how we use your data.

    For details of we use the information you provide to us, please see our privacy policy

    Information about how we may share your data with the sponsor of this content. This content is being provided to you on behalf of our sponsor. By clicking 'Submit', we may make available your name, job title, company and email address to this sponsor. It is in our and our sponsors' legitimate business interests to share this data with the sponsor: it allows us to attract the most appropriate sponsor for the content and to facilitate business-to-business communication between our sponsor and you. Our sponsor may contact you about their products and services.

    Alternative means of accessing this content. If you would prefer not to have your data shared with our sponsor, please send a stamped addressed envelope to Marketing Week – Client Services, Floor M, 10 York Road, London SE1 7ND and we will send you a copy of the content. In this case we may still let the sponsor know what company you are from, but we will not provide your personal details.

View all

More from Knowledge Bank