Big data coming into play

Khaidi: ‘In the past, ad and communication agencies were seen as ‘make-up artistes’ and clients tended to dictate what they wanted how it shoud be done.’

AMID a talent crunch in the advertising industry, marketers are compelled to have a stronger grip on data to strategise their brands and drive future revenue growth. Data-driven marketing is picking up steam and has become a vital component for advertising campaigns and brand strategy.

Analytic data platform Teradata in its 2015 findings involving 1,500 marketing and communications executives worldwide, said marketers had made significant improvement in data and that most of them were responding to this new reality.