In Part One of our Q and A with Andrea Riley, CMO for Ally, the discussion focused on how the company built everything, including social engagement, from the ground up. In Part Two, Riley talks about creating alignment, data analytics, measurement, and how those components fit into the overall marketing strategy.
A lot of people, consultants in particular, try to create some challenge in the market. They say you need to have that alignment, you need to have that organizational....