Understanding the tidal wave of consumer data brands can now collect has introduced all sorts of new challenges for the C-suite. Not only is there a new set of skills required on the marketing team, but big data has changed the nature of how consumers relate to brands.
Marketing convened a roundtable for four senior-level marketers to explore the challenges that exist at Canada’s biggest brands. In this, the first of our three-part video series, our experts discuss the balance between experience (i.e. “gut feeling”) and empirical data, both from a first-hand and industry perspective
• John Boynton, chief marketing officer, Aimia
• Stephen Forbes, executive vice-president and chief commercial officer, CIBC
• Kerry Munro, vice-president, ecommerce and marketing, The Home Depot Canada
• Margareta Mahlstedt, vice-president of marketing, Volvo Cars of Canada
How data has changed marketing
