Lessons on how to use audience data better, from outside the journalism industry

Nearly every industry is learning how to make better use of data, Yuyu Chen writes. Executives from General Mills, Tinder and Bain & Company shared their thinking around data at the Economist’s Marketing Unbound conference this week. Some ideas from the conference: Big data can inform ideas but it cannot create ideas, marketing should still center around the consumer rather than the data, and traditional market research can’t be eliminated entirely.