Data continues to create headaches for marketers and consumers alike. Richard Taylor asks how we can stop the pain.
Netflix’s new doco, The Great Hack, lifts the hood on the Cambridge Analytica scandal. And while sharing data isn’t anything new, the documentary is proof that we haven’t learnt anything from it, argues Richard Taylor.
Mass personalisation is only possible with the help of data and businesses need to prioritise first-party data, says Richard Taylor.
Working out the customer data you have and where it’s stored is going to save you time and money and improve your marketing efforts, says Richard Taylor.
Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, “The shift is to go from the segment to the individual.”
Marketers seeking the “nirvana” of mass personalisation can use data to effectively target and retain customers using a “fish, catch, keep” model, according to Richard Taylor.