Dara Keogh: data is the real key to modern marketing

26th March, 2017
Fiona Heffernan, Head of Post Media at An Post, and Dara Keogh, Chief Executive of GeoDirectory

Dara Keogh, Chief Executive of GeoDirectory, highlighted the importance of data-driven marketing in Ireland.

“The power of data-driven decision-making is that it lessens personal bias,” he said. “You have to justify decisions based on actual data.”

This creates a platform for objective decision-making, according to Keogh. This kind of marketing is exceptionally effective in Ireland due to our small population and localised communities. This type of marketing allows companies to track...

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