Marketers Need to Use Behavioral Data Responsibly to Really Connect With Consumers

Figuring out when to optimize loyalty and sidestep bias

Consumer control over content and marketing has disrupted established channels. Getty Images

I feel for marketers, not only because they are my clients and lifeblood, but because they are under siege in more ways than ever in the history of business.

This story first appeared in the May 28, 2018, issue of Adweek magazine. Click here to subscribe.
Tim Castree is global CEO at Wavemaker.
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