ANDREW RIDDLE, RAPP UK, TALKS WITH DATA IQ ABOUT MARKETING AND DATA

"The future is automation. The future is blockchain. The future is artificial intelligence. If these statements are true, then there is an important question for us in the marketing industry: with a future orientated to data-driven marketing, do we have data-driven cultures and structures that allow marketing to deliver on its promise?

If we look at one part of organisational change in marketing over the past 20 years, we saw digital marketing firstly as a niche, with practitioners tinkering on the sidelines, waiting for their call-up. As customer behaviour changed with technological advances, digital marketing became a fully-fledged part of marketing. And today, many successful organiations think digital-first, with those bench-warmers now the stars of the marketing field. 

It’s all the more critical, then, that the organisational structures and agency relationships by which data-driven marketing is executed, matches this reality."

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