Are marketers too data obsessed?

Pippa Chambers
By Pippa Chambers | 22 March 2017

This is a free excerpt from the AdNews March issue. To read the whole feature download a digital version of AdNews or subscribe to the premium print edition here.

Has marketing become too focused on audience analysis and segmentation instead of the straightforward end goal of the sale? We ask if marketers are too data obsessed and not following their gut instinct.

RedBalloon CMO Rapthi Thanapalasingam: I think there’s a lot of noise out there about digital disruption and anticipating consumer’s needs before they even can.

UBank CMO Jo Kelly: I don’t think marketers have become obsessed with data, but I do think there are key moments when you should use that data versus relying on gut.

Havas Media chief data officer Rogan Gilhespie: Blending robust insight with what you’ve learnt is a recipe Matt Moran would be proud of.

Mammal creative partner Luke Chess: There is a danger in the extremes of being either too data driven, or too focussed on the end sale.

Want more? To read the whole feature download a digital version of AdNews or subscribe to the premium print edition here.

If you're interested in data, you should come along to the AdNews Media + Marketing Summit (Syd: 12 May, Melb: 2 August). Tickets are on sale now.

big question

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