Understanding customers in 2016

Author: Clive Humby - Chief Data Scientist at Starcount

Customer insight is changing direction. As we prepare to welcome in a new year, the digital marketing industry can expect innovative new ways to achieve what they are eternally striving for: truly understanding their audience.

In 2015, 74 per cent of brands told the World Federation of Advertisers that they were unprepared to take advantage of the 'big data opportunity'. 2016 will be the year that the marketing industry finally starts harnessing the vast reservoirs of data generated each second, and exploiting them to really learn about their individual customers...

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