In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Ah, big data. It’s hyped as the panacea for everything from identifying new market opportunities to personalising one-to-one conversations with your customers and supercharging your social media program. The problem? Most companies do not use their small data well across many functions, including marketing.