In a recent post Today's agencies: the new Mad Men of data, my colleague Diana DiMaiuta mentioned that marketers need to use big data to enhance the customer experience, do better segmentation and automate campaign reporting. But there is more to it... it's not only about these three topics. It's about doing more responsible marketing. Why?
Companies no longer give unlimited budgets to their marketing departments. Executives now expect that all marketing efforts be measured and return on....