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Amazon: Customer anecdotes are as important as data
Reading the ‘tea leaves of culture’ and choosing to prioritise empathy are reasons why the global ecommerce giant continues to grow at pace, according to Amazon Studios CMO Ukonwa Ojo.
Amazon Studios and Prime Video CMO Ukonwa Ojo believes less obviously measurable factors have a key role to play alongside hard data when it comes to understanding consumers. Speaking at the Festival of Marketing, the former MAC Cosmetics CMO argued that traditional and non-traditional market research should always sit side by side.
