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Data-driven marketing, once a novel type of marketing, has evolved to become an integral component of almost all advertising campaigns and strategy. And these changes have come quickly to match the quick pace of technological advances, forcing brands to rethink every aspect of their approach and restructure their spending.
"Real-time relevance is moving to become table stakes, and the quickest to move will win," notes analytic data platform Teradata in its 2015 analysis of the industry.