The Drum – November 7, 2017

By Adam Cohen-Aslatei

The heart of the Midwest is known for more than its deep dish pizza, windy weather, and world-class museums. Chicago is also a lucrative, historic advertising hub and home to some of the most well-known Fortune 500 brands including Walgreens, Millercoors, Mondelez, KraftHeinz, McDonald’s, Orbitz, Boeing, Hyatt Hotels and many more.

Despite the city’s thriving tech and marketing scene, coastal cities like New York, Los Angeles, and San Francisco seem to get all the attention.

The Jun Group conducted a series of interviews featuring top Chicago marketers and asked about the challenges and opportunities in the digital space. The series peels back the many layers and complexities of modern digital marketing and distills best practices for moving the needle for top brands.

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Chris Wexler, senior vice president, executive director of media and analytics at Cramer-Krasselt on getting to the right data

“In the balance of art and science, [marketing] has been an art for many generations but is evolving to much more of a science. Just having data doesn’t do anything for us. Having it be actionable is the critical part, so we’ve focused on aligning our data so we can quickly get to the information we need. Actually having [your own data specialists] on staff is important so that we can do it ourselves. Agencies have great front-end people, but we need great back-end people. “

To read more and watch videos, visit the full article at The Drum.