Overview of the concept and a discussion. I would add, more real time oriented data linked to decisions. Also seeking out not only the data, but patterns that can be derived from data.
What marketing and research must do differently in a data driven age
Gartner defines data driven marketing as "acquiring, analyzing and applying information about customer and consumer wants, needs, context, behavior and motivations." However, the marketer and marketing researcher should ask: "But what should I actually do differently to be data driven?" How well equipped are CPG marketers today to use data driven marketing approaches? ... '
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