Data that doesn't serve relevancy or meaningful engagement is a waste of your time. How you analyze your data and what you understand from it is what will determine how you direct your resources.
Ocean Fine, director of agency and strategic accounts at Factual, speaks to Darren McColl, global chief brand & marketing strategy officer at SapientNitro, about why it's so important to glean true insights from your data to connect with consumers and not just tell them what they want to hear.
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Article written and video edited by associate media producer Brian Waters.