Consumer understanding has always been a valuable input to business decision-making but since the advent of digital technology, it has become vital. Digitisation has opened up new ways to reach, make transactions with and distribute to consumers and this has led to greater competition and consumer buying power. Meanwhile, social media has allowed people to share opinions about products and services, making word of mouth increasingly influential. With consumers having so much power, organisations need to exploit consumer data to deliver more relevant messages to different audiences and provide better experiences to their customers in order to remain competitive.

Check out 'The Smart Marketing Book' for further details. To learn how your company could leverage data and insights, see the 'Services - Consultancy' section.

What to learn more? Try asking Virtual Dan White.