“Data is the new oil”, the saying goes. For marketers, that’s nearly the case, says Adobe’s product marketing director Tim Waddell.

“Rich, first-party data is the DNA of any advertising campaign,” Waddell tells Beet.TV in this video interview, “the number-one data source that a marketer should be using.”

But Waddell says Adobe’s own data shows digital marketers have a crises of capability. He says a September Adobe poll of over 1,000 digital marketers showed: “Only 48% of the market feels like they’re proficient at digital marketing. Sixty-six percent still felt like it was trial-and-error.”

Learn more of the findings and Waddell’s thoughts in the full interview.

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