Opinion: Retailers must take back control of their digital marketing destiny

Suzy Ross

The Javits Center in New York City is currently being used as a 2,500-bed field hospital run by the National Guard.

For too long, retailers have had customer data and insights but lacked the tools to join and use the data and insight effectively.

Instead, they have become overly dependent on the online advertising platforms and digital agencies. The result is that retailers find themselves paying ever more for the privilege of speaking to their own customers, and spending a fortune to acquire new ones.

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