3 marketing leaders explain how to get inside the minds of your customers to understand their behaviour

Three marketing leaders – Kate Owen, Paige O'Neill and Ian Hunter – discuss the value of understanding your customers’ behaviour and the ability to relay that back to the business

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  • Kate Owen of NHS Property Services on why customer insight is not valuable if used in isolation
  • Sitecore CMO Paige O'Neill on why marketers are sometimes overconfident on how much they understand their customer personas
  • Ian Hunter of Fujitsu on why marketing will need to understand the market to drive organisational change in a disrupted world.