Bulgrin cautions marketing researchers against over-reliance on big data

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Artie Bulgrin, perhaps the youngest living legend in the American marketing-research community, has some issues with the direction of his chosen profession.

"Big data is important," the MediaScience EVP/strategy & insights told a Miami Beach audience at KNect365's Media Insights and Engagement Conference (MIEC). "And the drive towards new data-driven ad models and treatments is very important –

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