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

Figuring out when to optimize loyalty and sidestep bias

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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.

For one, consumer control over content and marketing has disrupted established channels, applying pressure to CMOs to find alternatives that are meaningful and valuable. Not helping matters is Wall Street’s relentless fixation on short-term results, which inhibit good marketers’ chances of cultivating success with any degree of runway.

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This story first appeared in the May 28, 2018, issue of Adweek magazine. Click here to subscribe.