It’s Time to Take Advantage of the Full Potential of Data in Marketing

We’re on a precipice of bringing relevance and precision to strategies

Marketing systems need an upgrade or risk falling behind as data innovation advances. Getty Images

In today’s marketing and advertising industry, data is part of every conversation, every pitch and every plan. Now that we all agree that the inclusion of data is table stakes, the conversation must go beyond simply acknowledging the need for it or claiming the possession of it. The right conversation is about where it comes from (proprietary first party or commodity third party), what the intent to use it is and how it can more effectively connect people to brands through better, more granular intelligence.

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Michael Dill is president and CEO of Match Marketing Group, and a member of the Adweek Advisory Board.