Data analytics have firmly captured the imagination of business leaders everywhere. And across every functional department – from logistics to HR - it seems there is cloud-based “big data” solution designed to help businesses make sense of huge volumes of data. In theory, this should drive closer relationships and stronger connections between brands and their audiences. Yet as most CEO's know, deep and enduring brand loyalty has never been harder to achieve and maintain. Why?
This arms race promises to give marketers the unprecedented ability to put the perfect offer in front of the perfect person at the perfect time on the perfect device. There’s just one problem: EVERYONE has access to the same tools and tactics. So how can marketers leverage the power of these technologies with real and lasting competitive advantage?