Marketers are excited about big data’s potential to unlock new markets and opportunities for innovation, but are too often stuck relying on the wrong data sets to address their existing needs and develop sound marketing strategies. Using the right tool for the job, understanding how the right data helps make better decisions, and having a sound data infrastructure are needed before big data will come to your rescue. I’ll tell a few stories of marketers failing at data, and one or two about the rare client who does it right.
Farrah created The Difference Engine based on the belief that deep understanding of customer needs is essential to growing businesses through great products and services.
She has honed her customer-centric insights as an advisor to some of the world’s best-respected brands, including Apple, Microsoft, Disney, Samsung and UPS. She began her career as a creative, and then went on to be a strategist at leading agencies, including Wieden + Kennedy, TBWA\Chiat\Day, Mad Dogs & Englishmen and Digitas, where she was Group Planning Director and mobile strategy lead. She also ran innovation as a partner at Hall & Partners, and developed digital tools for online qualitative research as SVP, Consumer Immersion at OTX.
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