Industry forecasts for marketing technology in 2017 will come fast and furious with the year’s end. But as we look ahead, a persistent issue confronts digital marketers of every stripe: data ownership. Why is this topic at the top of the agenda for 2017? Owning your marketing data seems simple at first blush. But with every new channel, platform, device, and the combinations thereof, data ownership becomes more strategic and complex. Consumers continue to expand the customer journey [...]
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