Marketing in today’s world requires cutting through the noise and a deep understanding of customers – which requires data. As we shift towards first-party or zero-party data, market research has a crucial role to play in helping marketers achieve their objectives, yet it is frequently underutilized. In this presentation in partnership with the American Marketing Association, Steve Mast, EVP – Platform at Schlesinger Group, discusses the growing power of research technology (ResTech) for the modern marketer. From supporting agile marketing to improving decision-making, ResTech can help.
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