Advertising Week


Advertising Week 10th Anniversary Official Guide

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Page 269 of 333

268 TRENDING Are You Data Rich or Data Poor? Collecting the right data can give you a strong competitive edge. Here are some best practices. Is your brand data- rich or data-poor? For marketers these days, that's the difference between the haves and the have-nots, according to advertis- ing, marketing, and technology consultant Shelly Palmer, who has penned several books on digital marketing trends. It's the com- petitive differentiation that allows businesses to super-serve their customers. After all, big data is a vital tool for target- ing your audience and predicting their future behavior. But there's a tightrope to walk as you curate action- By Jacob Gedetsis

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