Marketing

MARKETERS 'SEE VALUE IN DATA'

Marketers have revealed that data is going to fundamentally transform the way they work, according to research by the German market research institute GfK.
Commissioned by the Guardian, the study revealed that 86 per cent of marketers are of the opinion that big data specifically will revolutionise the “function of marketing”, with 62 per cent stating that change has already occurred.
Brian Streich, marketing director at the online ticket site StubHub, is one individual who has embraced data, describing it as a “contract” with the customer.

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