There is no point retaining data unless your organisation has the ability to commercialise it, the digital head of FMCG goliath, Reckitt Benckiser, claims.

This year’s Data Strategy Symposium speaker line-up offered a diverse range of business insight, advice and expertise around data and analytics. Here, we share 8 key pieces of advice we took away from the event that could prove invaluable to your organisation’s future.

Brands should be using data and creativity to become part of a customer’s real-time context, playing the role of facilitator and utility as well as driving efficiency.

Many marketers are still using data like a “drunk uses a lamp post for support”, when they should instead be looking to innovate their business model.

The functional silos persisting within marketing teams, as well as data disconnect between marketing, IT and customer support, are inhibiting a CMO’s ability to leverage social effectively for competitive advantage.