I recently read an article on Entrepreneur.com called “Your Data-Driven Marketing Is Harmful. I Should Know: I Ran Marketing at Google and Instagram” by Eric Solomon.
Creating a positive customer interactions is the key to any successful marketing campaign! If you’re unable to do this then you’ve missed the point.
In other words if you have the data, use the data, but don’t forget about the human element. And just because you are seeing a short term positive outcome from utilizing data, don’t forget about the long term impact and potential alienation of customers.