Peter Bull, sales and marketing expert at PA Consulting Group, is quoted in an article in the Financial Times The Connected Business special report. Peter comments on the amount of data that marketing managers have at their disposal, whether on advertising, customer behaviour or macroeconomic trends.
Peter gives his view on how cultural barriers in an organisation can block effective use of this data: “Whether it is business to business or business to consumer, the ability to translate that [insight] into practical outcomes is the greatest challenge.”
You can read the article in full here.
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