This is the dream: you put vast troves of data to work, accurately predicting each customer’s wants and desires, creating individually tailored marketing, sales, and service. You solve problems...

DIGITAL MARKETING IS INCREASINGLY CROWDED

 If attention is the new currency, there simply isn’t enough of it to go around. Click-through rates are in the gutter, adblock use is growing, free reach...

MAKING USE OF THE DATA EXHAUST

Many customer actions leave a digital imprint — a sort of data exhaust. Content consumption produces weblogs, purchases make transaction records, and smartphones...

These days, the main discernible difference between two telco brands is often the way they treat their customers.

IS IT TIME TO RETHINK TRADITIONAL METHODS OF CUSTOMER SEGMENTATION?

 In our experience, many marketers are frustrated by current targeting methods which are often too blunt to achieve significant...