President Barack Obama won the 2012 election in part because he harnessed Big Data to identify and target his supporters, writes Ogilvy's David Wigder. A similar approach can also serve eco-marketers well, Wigder writes. "Brands do not necessarily have to be known for being green in order to be relevant to consumers. Instead, brands should tell their story in a way that is true to their existing brand positioning," he writes.
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