It is time to go beyond the data scientist and look to data artists to use their creative flair to solve business problems, provide analysis at a strategic level and make sure the right solutions are being implemented, says DataXu’s Bill Simmons.
Connecting big data is the best way for marketers to extract maximum value, says Media iQ’s Stewart Easterbrook. If marketers cannot access data in small, insightful packages, they are likely to face big data paralysis.
Consumers are accessing content across multiple devices at the same time and that means channel-based marketing is no longer as effective as it used to be. Turn’s Helen Miall says brands need to incorporate a data-driven approach to audience-based marketing to reach customers.
The explosion of digital has brought changes in the marketing world, including creating roles for people with technical data skills. But in a male-dominated sector, how can women be heard and valued? TMW Unlimited’s Anna Foster shares her thoughts on how to overcome the challenges.
The bank brand will evaluate the performance of a new campaign for its Santander Cycles sponsorship every week, a much shorter period than normal, as it looks to move the industry away from long buying and production cycles.