Customer Story A data revolution in the creative world of marketing In a data-rich environment, companies are increasingly turning to their marketing departments to boost business performance and be more accountable for the impact of their strategies and campaigns. Measurement and accountability have always been challenging for marketing, but in an era of big data, marketers can add rigor and evidence to what was once seen as a highly interpretive field. The data generated by new technology is transforming marketing practices. This leaves companies with a challenge: Can the marketing establishment reorient itself to take full advantage of technology and data? “The practice of marketing is fundamentally changing,” says Stan Maklan, Professor of Marketing and Technology at Cranfi

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