It’s a bad time to be average - using data to differentiate

Every company is chasing growth. But growth is getting harder. There is an increasing divide between the top companies capturing a majority of growth and profitability in their category, and those towing the average line where any improvement is merely incremental.In marketing and communications we see the same. The growth and availability of audience data and media technology is leading to the unthinking pursuit of the same strategies and tactics regardless of the company or industry. Ever