Use Big Data to Create Value for Customers, Not Just Target Them
Harvard Business Review
AUGUST 16, 2016
Big data holds out big promises for marketing. Notably, it pledges to answer two of the most vexing questions that have stymied marketers since they started selling: 1) who buys what when and at what price? There is no sustainable competitive advantage in chasing the next buy. Measuring Marketing Insights.
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