Making Human Connections in a Data-Driven World

The introduction of big data and AI to digital marketing has been nothing short of an industry transformation. The ability to quickly analyze vast amounts of information has transformed how, when and where companies interact with customers. For the industry, the benefits appear endless — the power to streamline and optimize campaigns, target prime audiences and access information that was previously inaccessible. Over time, advancements in AI have yielded a multitude of incredible new insights on consumer behavior that have enabled companies to take their marketing strategies to the next level. Big data has fallen short of presenting the full picture. Results can be misleading, and an imperfect analysis can add further complications. In today’s environment, there’s no room for missteps. As consumer expectations continue to soar, merely collecting and analyzing data isn’t enough for a company to maintain a competitive edge. Our customers are more than just numbers, establishing meaningful connection with them can’t come from data alone. Supplementing data with qualitative research provides a sharper focus on consumer needs and wants by delivering critical insights and learnings that companies can’t get from data. How can companies put a face to a number? Exploring the Space Between What People Say and What

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