Panel: A guide to successful data-driven marketing strategies

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About this talk

While everyone around is bragging about being data-driven, in fact, we are biased. We assume that we know our best performing customer segments, we are "sure" that our customers behave "like this", and we convince ourselves that our product solves problem X, but what's the actual reality?

The ability to look at data "as is" and take informed decisions is a skill that requires constant training and a few or more steps back to have a broader picture. Once you step back, you realise that data trolls you if your mind is biased and this is the pure definition of "resident evil".

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