Whether you’re a small or large organisation, data-driven marketing strategies should be focused on providing optimal customer experiences. Get that right – which is easier said than done, of course – and positive benefits for the organisation will follow.

Jodie Sangster, CEO of the Australian Data Driven Marketing Association (ADMA), discusses the benefits and the challenges for organisations looking to adopt data-driven marketing initiatives. Do consumers recognise and accept companies’ use of data to better service their needs? What internal stakeholders should be involved in related technology decisions? What resource should I put in place to deliver optimal data-driven marketing programs? How will data-driven marketing evolve; and what’s the next big thing? These and many other questions will be covered in this episode.