Data marketing: optimise what you’re already collecting before asking for more

By May 22, 2014

People in marketing are constantly being told how valuable customer data is, and how much of a competitive advantage it can provide an organisation. Less is said about just where to get this data from, so when marketers plan a campaign using customer analytics, very often they will start to devise elaborate schemes to entice customers to provide them with more data. This can be an unnecessary, if not counter-productive behaviour for an organisation.