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The Age of Brand, Agency & Customer Collaboration

White Paper Published By: Oracle OMC
Oracle OMC
Published:  Nov 30, 2017
Type:  White Paper
Length:  22 pages

In a new study by Forbes Insights and sponsored by Oracle Marketing Cloud, 60% of brand and agency executives say their roles and responsibilities have changed significantly over the past two years. As a result, both groups are reengineering their internal organizations and forging new ways of working with their respective agency or brand counterparts. At the same time, the research found that technology is ingrained in marketing operations and, perhaps most
significantly of all, agency and brand stakeholders are challenging themselves to analyze and apply consumer data in more sophisticated ways. Some are even hiring data scientists and others outside of the traditional marketing discipline to help in these efforts.



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