Alicia Hatch has a confession about big data that will sound familiar to many brand custodians.
“The truth is that, as marketers, for a while now we've had a lot of data, but all the wrong data,” the chief marketing officer at Deloitte Digital said during a session at CES, an event held by the Consumer Technology Association (CTA) in Las Vegas.
In its role as a creative digital consultancy, Deloitte Digital has been responsible for helping clients like software firm Adobe, quick-service restaurant chain Chipotle, tech pioneer Intel and retailer Target adapt...