Reprise MENA

Data is the flavor of the year or (depending on who you ask) has been the flavor for years. As marketers in 2019, looking beyond the hyperbole around the new and shiny is part of the deal, right? Nevertheless, there is something so intrinsic about DDM (yet another acronym?) that it should be beyond the hype. As its core, marketing stimulates demand for products and services. It works when better decisions and granular understanding of the nuances are gained. Over the past decade and a half, almost every marketing activity leaves behind a data trail and continues to flow through the channels. While most of it has limited value especially with recency and relevance factored in, quite a bit of it is useful in improving ad targeting, gaining better consumer understanding, formulating responses with better accuracy and personalizing messaging and experience. While it is rather reductive to come up with a to do list as the answer to most challenges and perplexing ...