Jessica Goodfellow
Jul 3, 2019

Adara: Industry needs to ‘catch up’ to personalised marketing

Brands understand the value of pooling data to build personalised experiences, but this has not yet extended to marketing, says Adara

Brands are spending hundreds of millions of dollars integrating software like Adobe, Oracle and Salesforce without realising the full potential of better data management, especially when it comes to personalised marketing, according to Adara’s chief marketing officer.

Carolyn Corda said marketing is being “left behind” in the drive to deliver more personalised experiences for customers, despite the fact that the data is already there in troves.

“When brands plug into our...

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