When senior marketing executives at the 2022 Cannes Lion International Festival of Creativity were surveyed about their burning issues, twice as many voted for "managing the tension between brand and performance marketing," than any other issue.
Everything is shoppable, with 98% of people planning to make at least one purchase through social or influencer commerce, according to Sprout Social.
To make a complex issue even more complex, there is so much data that only paints one part of the picture. And often the technology that connects the data can be expensive and resource-exhaustive.
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