Media execs: Data analytics should play bigger role in marketing efforts

A panel at Nielsen's Consumer360 Summit in Washington, D.C. Photo: @DanaGleeson via Twitter.

Marketing experts agreed Thursday that data analytics teams are not working closely enough with marketing and sales departments at major brands.

Why it matters: Data-driven marketing for direct-to-consumer products is exploding. But lack of collaboration between data teams and sales teams means that advertising and marketing efforts aren't customized enough to push products.