Moving easily through this varied landscape, and drawing on an impressive array of case studies and academic papers, Colin Strong puts forward a compelling case that data can only take us so far; that what we do with data, and what data does to us, is a crucial, emerging piece of this important conversation around what's next for marketing. It seems, intuitively, that for all the hype and hoopla, if we as marketers want to really service those who are our customers, then we need to think of them less as datasets to be mined, and more as, well, humans, to be understood. I thoroughly recommend Strong's book to all those who have a desire to glimpse what a smarter, wiser and more informed digital marketing world may look like.
Dr. Guy Champniss, Professor of Marketing and Consumer Behaviour, Henley Business School, University of Reading, UK