• by Gavin O'Malley , Staff Writer @mp_gavin, January 23, 2013

The flexibility of modern messaging mediums, via the Web and mobile devices, makes it necessary for brands to embrace data. So said Steven Ireland, Executive Director and Head of Advertising Strategy & Platforms at JP Morgan Chase. In other words, now that marketers can tailor their messages to an individual customer level, they are obliged to do so.