Marketing Article
Marketing Datafication

Marketing datafication is about the increasing influence that data collected about individuals now has on all marketing processes. In fact, marketing data is often the sole deciding factor in to market or not to market to someone. In the online...

Marketing Article
Using Behavioural Data

By Robin Cronan, 1st July 2015 Marketing Datafication No.2 looks at behavioural data and how it can be used to improve targeting, message personalisation and customer experience and engagement. Let us start at the beginning and ask, ‘what is behavioural...

Marketing Article
What Is Marketing Datafication?

By Robin Cronan, 29th June 2015 Marketing datafication is about the increasing influence data collected about individuals now has on all marketing processes. In fact, marketing data is often the sole deciding factor in ‘to market or not to market’...