How big data and
personalisation will
make the future of
brand communications
U-shaped
Guy Norwell
As brands and brand marketers look to gain an edge on each
other by engendering a meaningful, two-way dialogue with
consumers, there can be no doubt that mass digitalisation, big
data and personalisation are drivers for significant change.
Brand marketers are striving to innovate at any available
opportunity leading to a scenario where data scientists are
desperately extracting insights and channelling them into
mass market, W'6