Jodie Sangster, CEO of the Australian Data Driven Marketing Association (ADMA), discusses the benefits and the challenges for organisations looking to adopt data-driven marketing initiatives. Do consumers recognise and accept companies’ use of data to better service their needs? What internal stakeholders should be involved in related technology decisions? What resource should I put in place to deliver optimal data-driven marketing programs? How will data-driven marketing evolve; and what’s the next big thing? These and many other questions will be covered in this episode.