Ingredients for building a data driven marketing organization

It’s been awhile since Clive Humbly coined the quote ‘Data is the new oil’ in 2006. In the last few years I have personally heard many C suite executives and senior marketers reiterate the need to build data driven organizations. At the outset it seems like a no brainer, why wouldn’t one take strategy, product and marketing decisions based on insights that may have handy based available data?

Continue reading