How data can drive awareness, not just sales

Marketers cannot rely on fate. A customer makes 9.5 visits to a brand website on average before buying, according to Rakuten Marketing. In between they will research, chat to friends and undoubtedly check the competition.
This makes for a complex, multichannel, multi-device customer journey and that means brands need to use data to ensure their marketing is effective in a number of contexts, including the traditionally opposing objectives of brand awareness and direct response.
As consumer