TANIA FEELEY, MANAGING PARTNER, RAPP UK, TALKS TO THE DRUM ABOUT ADAPTIVE PERSUASION

"Since the early 1990s we’ve been obsessed with data, with narrowing our audience into smaller and smaller segments to achieve the perceived nirvana of one-to-one marketing. But while we’ve been obsessing about and investing in consumer data for efficiency, we’ve overlooked the other half of the story. There’s a new kind of data that has been there all along, we just didn’t have the capability until recently to harness it.

Content is data too so how we connect with people through it to create emotional connections is game changing."

Continue reading with The Drum.