Having meaningful and relevant relationships with your customers is more important now than ever before and key to this is data, according to Boots CMO Pete Markey.

Speaking at MAD//Fest London as part of AdsWizz and MAD//Fest’s ‘MAD//Fest Moments series’, Markey said: “Having deep, meaningful, and relevant relationships with your customers matters more than ever… we need it as brands, as businesses, and customers want it as well”.

At the heart of Boots' desire and ability to create and sustain these relationships is data. For Markey how brands can now use data is the biggest opportunity for marketers. “I started my career working with direct mail and direct marketing but I always dreamed of being able to really connect and engage with customers via data. Now you can really do that”

In the MAD//Fest Moments video Markey goes on to explain how data is also enabling Boots to gain greater insights and therefore solve problems much faster than previously which has been a godsend during the pandemic where speed and agility have been so important. And as Boots and its stores have been on the frontline during Covid, its data has enabled them to get key messages out to the right people to promote local services and news.

Run in partnership with programmatic audio specialists AdsWizz and produced by Shootsta, ‘MAD//Fest Moments’ is a series in which prominent industry leaders share emerging trends, challenges and opportunities. Guests include 4 Capital Executive Chairman Sir Martin Sorrell, new KFC CMO Jack Hinchliffe and Resi Founder Alex Depledge MBE.