James Gough and Leo Sharrock argue that you cant get the most out of data without a little human help.

Data has never had a great press. In the marketing world, it can seem as if copywriting and design once got together and created a devilish pact to leave poor data on the fringes. We feel things should change. Data is a fundamental tool in the marketing toolkit but, like all tools, you have to know how to use it properly to get the most from it.

Building knowledge

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