William Rand

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

Big Data has had its turn in the spotlight as the hot, shiny new marketing technology toy. The question it's left for many marketers is, "Yeah, but what's it good for?" Data for data's sake doesn't get any company closer to its goals (except maybe Facebook and Google). So how can you actually use data to close the gap with your customers and get closer to those goals? We asked William Rand

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