How long?
2-3 minutes
Why customer experience is the future of performance
Azlan Raj, CMO at Merkle, explains how performance marketing is changing and why brand is back
Campaign's Performance Marketing 360 conference, “is transform our data.”
We know that data is a heavy part of performance marketing, he said. “But how do you start prioritising and transforming that data so that it can be leveraged in other channels, so that we can use it for information but also for experience.
“We need to fill the experience gaps we find, making sure we have an emotive as well as an objective connection. We need to leverage that data, look at the integration of technology — and prioritise that by value.”