Brands Continue to Struggle Despite Seemingly Endless Data Sets

It’s not providing the necessary information to solve any of marketing’s problems

The industry is bogged down by too many data sets. Getty Images

Sometimes it’s hard to see the proverbial forest through the trees. So it is with data, which is easily the most [ab]used word and topic in marketing and media circles today. It is definitely a dense topic with lots of layers and applications, which often get conflated and misappropriated. My aim here is to shed light on it and peel back some of the layers of misinformation because data ultimately stands in service of better understanding, better targeting and better delivery of content.

@colinkinsella Colin Kinsella is CEO North America of Havas Media Group and a member of the Adweek Advisory Board.