Peter Crofut is an Evangelist and Director of Partner Relationships for Adswerve - a company comprised of media and analytics veterans who believe smart marketing is built on data discovery. Peter was previously the Chief Evangelist of Google's Platform Marketing Solutions
Every day there are hundreds of chances to engage with customers digitally. But research into data-driven marketing maturity by Boston Consulting Group (BCG) and Google finds only two percent of businesses use insights and technology to create useful, relevant experiences at multiple moments across the purchase journey.
We are now at a tipping point where data can drive strategy and creative. Where we can use data to better understand what we say, how we say it and to whom we say it to. Understanding the relationship of…