These days, top and middle management crave, yes, crave for data and reports. For publicists, the measure of their success seems to be drilled down to reports – the prettier, the thicker, the better.
The recent Lenovo Superfish fiasco shows that marketing technology is no panacea. Some marketers seem persuaded that simply relying on things like “big data”, analytics, or third-party advertising platforms, will displace the need for more traditional means of reaching out to customers. Sadly, they are mistaken.