Protagonists of the new media never tire of emphasizing how the world will change thanks to these technologies. This is certainly not unjustified, but it is usually forgotten that in addition to the new tools, there is still a huge “legacy” of data and infrastructure. Without this infrastructure, the new gadgets would not work either; Big Data would be impossible. But how do you navigate the new and old worlds in a way that creates the optimal benefit for the organization? How do you bring modern marketing channels and IT together?

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