Data by default: Lead scoring and predictive analytics

The digital revolution is over and its victory is complete. Alex Clarke explores the tools and technologies designed to make the most out of data and explains how a change in mindset can deliver real results

Data. It sits at the heart of the marketing function. Without it, marketers would be blind.

The old era of marketing was often dictated by gut-feel and creativity, or so the legend goes. Marketers guessed what their customers wanted, and weren’t held accountable for measuring success. However, the age of push marketing is at an end, and brands failing to adopt a data-first approach will be left with their thumbs up by the wayside.