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Dear Reader,
Everyone is talking about Data-Driven Marketing, whereby critics warn about depersonaliza-
tion of the marketing industry and proponents see it as the panacea for marketing in the age
of information overload.

Fact is, that we have to be prepared for the merger of Big Data and marketing to achieve ef-
fective automated multichannel marketing, because only that way the entire customer jour-
ney can be tracked and traced properly. As a second step, companies will then have to ana-
lyse and know how to use the information correctly in order to be able to succeed.

The key words are predictive analytics, programmatic marketing, and in fact anything and
everything related to database-driven marketing that helps to better understand customer
demands and how to provides appropriate offers at the right time.

Whether you like it or not, data controls important decisions that affect our lives, therefore
stay tuned!

Wishing you every success!!

Best regards,

Daniela La Marca
Editor-in-Chief, Asian eMarketing

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2 Asian eMarketing February 2015 - Data-Driven Marketing