SXSW Interactive 2016

The Uselessness of Data


Marketers have terabytes of data at their fingertips, intended to be used to create frictionless customer experiences. But there’s one problem. Data can be useless. By itself data doesn’t move the customer engagement needle. People search out and connect with compelling stories, solutions or insights – that create friction along the path-to-purchase – not raw data or numbers.

Digital strategy executive, Tom Edwards, will discuss why data, without ideas or creative to connect consumers, is powerless. Learn why marketers must use data to not only understand behavioral modifications but to create friction that forges emotional connections with customers to drive loyalty.

Additional Supporting Materials


  1. What must marketers do to leverage the full potential of data and render it a powerful driver in loyalty?
  2. How can you use data and insights to understand when and where you need friction along the path-to-purchase?
  3. How can marketers use data to better connect consumers with compelling stories?


  • Tom Edwards, Chief Digital Officer, Agency, Epsilon


Alison Reynolds, Sr Assoc Corporate Comms, Epsilon

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