Marketing in the value exchange economy

The marketer’s job specification used to be a little more straightforward. Buyer personas would be crafted, innovative campaigns were created and personalization was powered by masses of data points aggregated from all manner of third-party sources. But then came the Cambridge Analytica scandal, the enactment of global privacy legislation and the epiphany that much of this data that had been purchased from third-party vendors was stale and inaccurate. Furthermore, the consumer data fi