Big Data’s omnipresence not only makes it easy for companies to believe they can readily collect it, but also unlock its secrets to expand their marketing to produce results.

I’ve personally been using data-driven marketing techniques since 2002, developing marketing programs that were at the time new to the tech space. What I’ve seen is that many businesses misconstrue data capture for clairvoyance — the sheer volume of data gathered doesn’t guarantee deeper revelations. Ultimately, it’s what you do with data that makes it a useful marketing tool.

At its core, marketing is about relationship building, and data should be used to help companies craft messaging that really speaks to people.

Read more: Forbes

By Curtis Thornhill


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