The 2016 Election Was a Wake-Up Call for Marketers, Forcing Many to Rethink Big Data

But skeptics take issue with linking advertising and politics

There’s been no shortage of finger-pointing in the eight months since Donald Trump stunned the world by beating Hillary Clinton to become the 45th president of the United States.

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For political junkies, the culmination of that debate over how presumed front-runner Clinton lost the election to a political novice was the publication of Shattered, a campaign tell-all chronicling the infighting that purportedly paralyzed the candidate’s team. Since the book hit shelves in April, the conversation has shifted toward data: Clinton herself cited the Democratic National Committee’s “mediocre to poor, non-existent, wrong” data operations when discussing her loss with Recode’s Kara Swisher.

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