Data is the ‘biggest battle ground’ in marketing, says McKinsey expert

Fotolia Global lead for marketing and tech at McKinsey, Jason Heller, says data science is the area of marketing that can make or break campaigns Data is the area of marketing that is the “biggest battle ground” for marketers trying to develop strategies that target the modern consumer, according to an expert from McKinsey. Jason Heller, McKinsey and Company’s global lead for digital marketing operations and technology, said during the 2016 MarTech conference in London that too many organisations have data that they are unable to analyse and use. “One of the biggest battle grounds in marketing is data science and being able to take different data and create the ability to trigger experiences based on what you know about that individual,” he said. Data is a valuable tool in…


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