Ed Pilkington: Data is good but culture is key

Culture is a broad term to say the least. It can encompass many meanings, including customs, social behaviours and trends as well as lifestyles, values and habits – all of which change over time.
This subjectivity can often deter corporate teams who opt for approaches that are based in fact and tangible evidence rather than inklings and hunches. This is true in the realms of marketing. It is true in nearly all spheres of modern day business.
In marketing, however, understanding and being i