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Mars Explains Why It Wants To Handle Data Without Third Parties

  • The Drum, Tuesday, October 6, 2015 6:30 AM

Mars is waking up to the value of its owned data -- sharpening  how it collects, organises and activates those insights to ensure it doesn't have to go through third parties to access insights on its audiences. "We need to understand why managing and keeping your own data is important," Dan Burdett, global brand director for Snickers, told The Drum. "In the past, we, along with other companies, have fallen into the trap of allowing the data and information to be held by third parties."

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