Burberry is implementing a ‘fundamentally different way of using data throughout the business’ in an effort to build a "single global view" of its customers after seeing gains
in sales and profit following its decision to invest in insight last year. CEO and chief creative officer Christopher Bailey said Burberry will continue to invest in data and insight in
order to “serve customers better.” He added that this will include “more personalised service and targeted and responsive marketing behaviour.”
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