TCF Blog

Despite the doubters, Data-driven Marketing can be successful – if the right balance is struck

By Nick Broomfield, Director and Peter Kirk, Senior Consultant, The Customer Framework

The smart use of data to drive marketing performance and commercial growth within the Consumer Packaged Goods (CPG) sector has been on the agenda for several years. But amazingly, given we’ve all been living with it for so long, there still seems to be much confusion in the world of consumer brands about the role and value of consumer and shopper data. And equally remarkably, despite the wealth of evidence now available from both within CPG and from other sectors, there are those (for example, popular commentator Bob Hoffman) who still question whether a targeted Data-driven Marketing (DDM) really does deliver benefits compared to a traditional mass-reach strategy. He argues that DDM is only relevant for performance and direct response businesses.

Evolution of Marketing and the Challenge to Marketing Organisations and Leaders (part 1 of 3)

Is it any wonder that Business and Marketing leaders find it difficult to keep up with the changing world in which they operate?

Here are TCF’s CEO Neil Woodcock notes on the A-Z of changes in customer engagement technologies in the last 20 years or so, and how marketing departments and their leaders need to adapt.  This is blog 1 of 3 in the series.