The world of brands is changing: barriers to entry have collapsed and the path to consumers is direct. A new wave of brands who engage with consumers directly have risen and have been able to successfully establish themselves among consumers. Direct Brands have done this by applying insights and learnings derived from the data at their disposal, unlocking effective, ongoing, direct relationships between brands and their customers.
The Data Benchmarks & Activation Committee within the Data Center of Excellence determined a need to take a deeper dive into this shifting business paradigm. As a prerequisite we acknowledge the need for a baseline understanding of how different types of data can enhance business performance for brands when used properly. This guide will help you navigate the data marketplace.