Big Data Roundtable: The new business of marketing

Four senior marketers hash out the challenges of all those 1s and 0s

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

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