The marketing industry is rapidly evolving, driven by advances in marketing technology (from automation to AI). Pipa Unsworth, Verve IQ founder, joins the DMA Group Board to help them be a leading light for marketers looking to acquire the necessary ‘MarTech’ knowledge and expertise to help their business thrive in the future.
Last week I chaired the Direct Marketing Association’s CMO Roundtable on “The Future of Customer Engagement”. I joined a room full of senior marketers to consider the impact of emerging and immersive technologies on the how brands acquire customers and build loyalty.
Perhaps the most significant culture shift for businesses today is adopting a data-driven approach. Organisations looking to leverage ‘big data’ may recognise the need to think differently about the role data plays in their business, but are they acting differently based on what it’s telling them?
Do startups, unencumbered by legacy platforms and processes, have an advantage over big brands in the race to a build an effective data-driven culture? Or are they overly-reliant on founders gut instincts? How can agencies help big brands break down the silos that often prevent true collaboration and insight sharing across complex organisations?
What can agencies, big brands and startups learn from each other’s approach to building effective data cultures?