When Science Meets the Art of Marketing

Data is critical to marketers. It drives the content we create and the channels we use to reach our customers. With next-gen data and technology platforms, we can make more informed decisions, help accelerate the buying cycle, and capture results that were once hard to measure. While marketing has come a long way in the digital era, our objectives remain the same — to grow revenue by improving customer engagement and brand loyalty. In this article for LinkedIn, Broadridge Global Chief Marketing Officer Deborah Bussière explores the ways we can leverage data to help us reach our goals and provide ROI to all areas of the organization. She also invites you to test your marketing IQ.