Reinventing marketing in the digital era (by bbva)
Marketing is at the interface of the firm and its present and prospective markets. How will the activities, responsibilities and design of the marketing organisation evolve in the future?
read moreMarketing is at the interface of the firm and its present and prospective markets. How will the activities, responsibilities and design of the marketing organisation evolve in the future?
read moreWe are now in the crossfire of a peaking hype cycle for big data and its inevitable backlash. One marketer the other night was yelling on Twitter, “Big Data People need to GET OFF MY LAWN.”
I confess, I empathize with his frustration. Of course, I believe that data – the right data, used in the right ways – is immensely powerful in modern marketing. As I wrote in a post about pragmatic marketing, “Relying solely on gut-based, experience-driven decision-making in marketing is foolish in the digital age.”
But I also concluded: “The sensible answer for most companies is a balance of data analytics and human judgement.”