Each January, CES delivers a first glance at the upcoming year’s biggest trends — as well as the most overhyped and incessantly used buzzwords. Distinguished past winners have been “programmatic”; “big data”; and countless versions of the word “platform” (technology platform, publishing platform, programmatic platform and data management platform).
At CES 2016 in Las Vegas this week, the buzzword to watch will be “data-driven marketing” — but unlike the novelty denoted by some predecessors, this phrase describes a roadmap for how successful companies actually run their businesses. Data-driven marketing isn’t a buzzword pun; it’s really how we work.
So why is 2016 data-driven marketing’s break out year?