As part of a partnership between The Marketing Society and PHD MENA we bring you this special podcast, which features two data enthusiasts, David Barnes, PHD UAE’s Director of Data and Measurement, and Rania Hatoum, Arla Foods’ Regional Digital Lead, who analyze case studies, trends and news about data, technology and analytics. They also discuss future technologies, the rise of eCommerce, successful campaigns that were born out of data and the wider impact of data on business practices. “Harnessing the power of data is more critical today than ever. The magnitude of data can certainly look overwhelming, but it is the obsession with metrics that gives it a bad name,” Barnes argues. “We must focus on ‘effectiveness’ to build a brand rather than ‘efficiency’. This is one of the key challenger behaviours described in Overthrow II, the book PHD co-authored with eatbigfish.” “Conversing with David was, as always, insightful, particularly when looking at new ways of approaching and understanding marketing data. Being a part of the first episode of PHD MENA’s podcast series was a privilege and I can’t wait to hear how the channel evolves,” said Rania Hatoum.