Welcome to hippoBrain! Hippo-sized conversations with hippo-sized brains! In Episode 4, we speak to Sandeep Mittal, the Managing Director of Cartesian Consulting! He gives us his perspective on the evolution of direct marketing, data analytics, and their relationship. Sandeep also talks to us about the need for benchmarks in data modelling in the marketing industry, the challenges of segmentation and personalised targeting, and the benefits of confluence between data modelling and data systems!