Use Big Data to Create Value for Customers, Not Just Target Them
Harvard Business Review
AUGUST 16, 2016
Answering these makes marketing more efficient by improving targeting and by identifying and eliminating the famed half of the marketing budget that is wasted. 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?
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