Russell Parsons: To reap the benefits of data, first understand its limitations

Data has been getting it in the neck lately. Not a month goes by without me beingsent a report detailing customer concern over transparency and misuse. Throw in the spectre of the soon-to-be-introduced General Data Protection Regulation (GDPR) and it is safe to say that use of data in marketing is under the spotlight.
When I first began at Marketing Week, one piece of received wisdom (or buzz speak) dominated many conversations – that “data was the oil in marketing’s engine&rdq