‘Be brave’: Paddy Power’s top marketer on being ‘data-informed’ not ‘data-led’
Michelle Spillane, managing director of marketing at Paddy Power, highlights the crucial role of data in shaping decisions but warns against relying solely on metrics.
Paddy Power’s marketing boss believes marketers should be “data-informed” but not “data-led” when making decisions about their brand.
Speaking on a panel at Advertising Week Europe today (1 April), Michelle Spillane, managing director of marketing at the bookmaker, discussed the importance of data in informing marketing decisions but noted that data is “not what has built the greatest brands in the world”.
