Why marketers need to stop chasing data like it’s ‘crack cocaine’

Empathy, storytelling and creativity could become a lost art in marketing if the industry continues to be obsessed by data.
Speaking at Marketing Week Live (6 March), Cheryl Calverley, CMO of direct-to-consumer mattress brand Eve, expressed fears for the next generation of marketers who she believes are having the intuition and instinct “beaten out of them”.
“Last year, Gavin Patterson, the former CEO of BT, said marketers are trained all their lives for instinct. All their li