How to put a data-driven marketing strategy in motion

Data-driven decisioning is the zeitgeist of contemporary marketing practice, but barriers to entry, such as lack of quality data and skillsets, etc, are commonplace. Lloyd Greenfield, client partner at The Programmatic Advisory, talks through his consultancy’s three-step approach to getting started.
The explosion of data-led insights, plus martech to manage its output is leading the way to potential increase in ROI on media spend, and the minimization of wastage.
However, this is not to sa