‘Marketers are at risk of being driven by data’ – Diesel CMO

The amount of available data means there is a risk it will drive marketers’ decision-making at the expense of creativity, according to Diesel’s chief marketing officer.
Speaking at a session hosted by The Economist at the Cannes Lions festival this week, chief marketing officer Dario Gargiulo said one of the first things he did after joining from Heineken in 2016 was to bring its data and content teams together to make sure the former wasn’t driving the latter.
“Data can