In marrying art with science, marketers need to retool for the data age

Consumers are now enjoying an unprecedented level of personalisation, which is resulting in raising the bar for brands’ interaction with them.
Now brands have more information about consumer preferences, channels they like, and information they are interested in for more relevant experiences according to Adele Sweetwood, senior vice president, global marketing, SAS Institute.
The increased channels and data available to marketers have led brands to initially invest into data analytics as,