Global Data, Local Impact: Mastering Personalization With a Centralized Data Hub

There are well-documented intersections between marketing and psychology—both fields involve the study of human behavior, both require empathy, and both gather data to form insights. However, while psychologists can spend years on certain subjects, marketers are selling on a deadline, with myriad unknown variables that can influence outcomes. Given these pressures of time and circumstance, marketing has always been more of a “test-and-learn” industry, reliant on voodoo science that combines careful sales analysis and customer segmentation with elements of guesswork, instinct and pure luck.