Digital marketers should forge a closer relationship with their information technology teams, argues Ghennipher Weeks. Marketers, on their own, can make a mess of technology projects, distracting them from their real jobs of engaging customers and increasing friction between departments -- but working with IT can help keep them on track. Marketers' obsession with analytics tools leads to "motion, commotion, and much action, but not progress. What is missing is the human-to-human connection ...," she writes.
Digital marketers, IT should collaborate
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