Facing the Paradox of Data-Driven Marketing

Let’s say you’re a lone traveler in a huge desert. Tired and drained, you notice a glimmer of water far off. You run towards it but as you draw near it vanishes. It was nothing more than a mirage, a deceptive illusion.

This is much like the world of data driven marketing. We’re all explorers in the digital marketplace, drawn to the allure of data. It’s painted as a life-saving oasis, a…