Marketers struggle to understand their customers because they don't know them well. To get intimate with people requires intimacy, a closeness that traditional data metrics will never provide. "We take off our human hat in exchange for our marketing hat and leave our humanity at the door," he says.
Data, demographics — these things only take you so far. That's the final lesson Marcus Collins has to share with us. If you really want to get to know someone, he says, you've got to look past what they "do" and try to figure out who they "are."
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