Has the data revolution realised its potential?

Data powers the brand, but inefficient data management is a huge frustration for modern marketers. At a recent Marketing Week roundtable event sponsored by Experian, entitled ‘Is the way we use data in digital marketing past its sell-by date?’, there was passionate debate on how to scale up the use of data to improve customer relationships in a responsible way.
Brands know they must achieve a healthy value exchange and encourage people to share their personal information, but there