What is a brand? Is it what organisations say or is it made up of what people think, feel and experience? I believe it’s the latter. On the face of it, this may not seem revolutionary, but I disagree — adopting a customer experience-led mindset promises to change how we structure marketing teams and organise the businesses of the future.

With CMOs predicted to spend more on IT than CIOs by 2017, is big data marketing the next big opportunity? I believe so. While the definition of big data within this context is still being defined, it’s more useful (for now) to focus on its potential utility.