MEC data veteran Theresa LaMontagne says that making optimal use of data requires close integration of data units within a marketing business. "The full potential of data cannot be realized unless the people sitting on the data are grounded and trained in the business and have a handle on the questions being asked. In short, machines don't develop insights, people do, so don't put your data people in the corner," LaMontagne says in this interview.
MEC's LaMontagne: "Machines don't develop insights, people do"
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