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The Future of Marketing: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer by Nicholas Johnson

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7. Data for Relevance and Agility

“People [have] said for as long as I can remember that marketing is a blend of art and science. I still think [that]’s true today. But when I started my career, it was more art than science. And I think the big difference is that that has shifted.”

—Russ Findlay, Head of Marketing, Hiscox Insurance North America

Importance of Data and Science

In this chapter, we look at the impact that the huge influx of customer data has had on marketing. First, let’s review why data and science have become such fundamental pillars of any cutting edge marketing team, There are four main reasons, discussed in the sections that follow.

1: The Scale Is Incredible

Because of a broad shift in how people communicate, spend time, ...

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