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Director, Digital Marketing, Great Wolf Resorts
It’s no secret that marketing is becoming increasingly data-driven. But when data that’s collected doesn’t deliver actionable insight to benefit the business, it’s largely useless. Jim Schuh, director of digital marketing at indoor water park Great Wolf Resorts, spoke with eMarketer’s Maria Minsker about how the brand uses data to boost customer acquisition efforts.
eMarketer: In what ways are marketers becoming more data-driven in their approach to acquisition?
Jim Schuh: It’s all about data nowadays. It’s easy to say data is important, but the key is knowing which data is actually important to the business. There’s only so much that we can collect and analyze because it becomes overwhelming. Sometimes brand marketers collect information that they don’t need, and that results in a poor experience for the consumer.
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