Unilever Marketing Executive Says Smarter Use Of Data And Analytics Can Remove Uncertainties From Brand Marketing

By using data and analytics more smartly than they do now, brands can improve their marketing, according to Unilever VP Shawn O’Neal. Speaking at the Association of National Advertisers’ 2015 Masters of Measurement Conference in Miami Beach, Florida, O’Neal discussed a structure that he says “removes the guesswork” from the marketers’ strategy. He said the “structure” depends on fostering deep forms of integration between marketing, research, information, and IT teams.