In order for automation to work effectively data must be turned into insights that help to create strong customer lifetime value models and optimise marketing messages.
Digital channels provide new and valuable sources of data and customer insight that can be acted upon in real time.
This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.
Read this article on Econsultancy.com.
