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By Justin Pearse | Managing Director, The Drum Works

September 15, 2016 | 2 min read

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Data is now the fuel that drives effective marketing and helps marketers “know the unknown”, according to Mark Zagorski, executive vice president of the Nielsen Marketing Cloud.

zagorski

Zagorski

"in discussions around the whole concept of marketing clouds as an engine that can control data there's been a lot of focus on the technology itself but less on what that engine is driven by and that’s data,” said Zagorski. “The better the data, the more efficient the fuel and the better results you get.”

The Drum is talking to a range of technology and marketing leaders at this year’s digital marketing conference Dmexco to understand the biggest challenges and opportunities faced by brands in the use of data to engage consumers.

Dmexco, Europe’s largest digital marketing show, is an annual bellwether of the latest digital and adtech developments, trends and technologies.

The Drum, in association with Nielsen Marketing Cloud, is talking to a range of thought leaders at this year’s show to discover the latest thinking on how brands can best utilise the plethora of data options available today.

In the video interview, Zagorski explains how data can be used by marketers to understand their customers' behaviour beyond when they are interacting with their brand, letting them know the unknown through the use of third party data.

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