Programmatic has created the opportunity for truly data-driven marketing. Yet still, 50 percent of all marketing is irrelevant to the consumer, according to the latest Chartered Institute of Marketing report. Why?
There are two main reasons: ineffective campaign management and a general reluctance to adapt marketing strategies according to data. Marketers need to be more willing to listen to audience data, and agencies need to get better at translating it into actionable insights.
