Tips from Top Marketers on Balancing Data and Intuition

Marketers have more access to data and means of measurement than ever before. So, where does that leave the more amorphous and subjective tools that the industry has long relied on, like gut instinct?

"Data is an enabler," said SAP chief marketing officer Alicia Tillman, at Fortune‘s Brainstorm Tech conference this week, but "it has to go hand in hand with this notion of behavior and intuition."

She added that data can allow for a lot of insights into behavior, but deploying it effectively...

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