What does a day in the life of an ad agency look like? In Don Draper’s Mad Men world, it involved creative brainstorming and, yes, a lot of smoking and drinking at the office. Much has changed since the 1960s. With the exponential increase in digital data, today’s agencies are faced with a Big Data dilemma.
In addition to their creative roles, agencies – and modern marketers – are acquiring customer data from multiple sources: Internal and external data, data from their CRM systems and....