Data is transforming marketing from a cost centre to a revenue driver, says Elda Choucair
If you have worked in marketing over the last five years, you will have undoubtedly seen the words ‘digital’, ‘big data’ and ‘programmatic’. You saw them in headlines, heard them in everyday conversations or discussed at every industry event. These buzzwords have rightfully received more attention than a public relations campaign could have ever achieved, as they have forever transformed the practice of marketing and disrupted the way our industry operates.
Today, thanks to the advent and proliferation of digital technologies, we are able to collect more data about people than ever
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