Andrew Frawley — CEO, Data Axle
Published:
There has been a tendency over the years for marketers to say, 'I want more data. Just give me a bigger audience.' And I think now the sort of pendulum needs to swing back to, 'I need more high quality data.'...I think now when that data is not just delivering a targeted audience, it’s actually delivering content potentially, offers potentially. The game has to go back to quality.
What does Andrew Frawley say on The Agile Brand with Greg Kihlström?
Andrew Frawley, CEO, Data Axle, says: This interview with Andrew Frawley, CEO of Data Axle, examines identity resolution as the foundational capability for agile, omnichannel marketing. Frawley outlines three dimensions of modern identity—terrestrial, digital, and the full person—argues for unifying B2B and B2C personas, and calls for a shift from data volume to high-quality, ethically sourced data. He also describes the convergence of predictive analytics and generative AI once a robust identity spine is in place.
From: The Agile Brand with Greg Kihlström
Cite as: Andrew Frawley. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/andrew-frawley-there-has-been-a-tendency-over-the-years-for-marketers-to-sa