In Episode 10 I talk to Andrew Campbell about customer relationship marketing, and hear how marketers can harness the latest technology to continually improve the customer experience.

Marketers should be obsessed with customer data. It is the raw material for generating insights into what the customer is thinking. The modern marketer has an incredible opportunity to understand their customer at a level of detail that has never previously been possible, across all parts of the customer journey. But in order to collect and use this data they require technology.

Marketing has always been a champion of new technology within an organisation, but the scale of the task and the opportunity it presents means that marketers are now driving the adoption of ever more complex, pan-organisation technology stacks. Marketers must now be both technical and creative, data-focused and highly collaborative.