Data starts with ensuring you are collecting what is important, and have a plan for it, says Michel Koch, marketing lead at Time Inc.. It is, after all, easy to collect data from a multiplicity of sources for the sake of it. The customer, he says, should always be front of mind. Ask yourself what it can do for them?
This clip is from a wider interview with Koch which forms part of our Great Expectations series, run in partnership with Decibel Insight.