Why Brands Should Shift Their Focus From Data to Identity

Fusing marketing science and art to drive customer engagement


It might be sunny in July, but winter is finally here. I’m not talking about the Season 7 premiere of HBO’s Game of Thrones (although I was one of the 16.1 million total viewers).

Winter is here for marketing.

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Steven Wolfe PereiraHeadshot: Alex Fine

The data points have been around us for a while. “Data is the new oil” was a headline story in the Economist in May 2017. Wall Street certainly thinks data is valuable and has been voting with its dollars, making Apple, Google (Alphabet), Microsoft, Amazon and Facebook the top five most-valued companies on the planet with a combined market capitalization of $3 trillion.

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This story first appeared in the July 24, 2017, issue of Adweek magazine. Click here to subscribe.