It's Not the Size of the Data -- It's How You Use It

Foreword

REGIS MCKENNA is attributed with saying that marketing represents the ongoing effort to keep products and services in touch with evolving conditions. As the pace of change has accelerated, so have the degree of choices and point of control—choice of product, choice of brand, choice of channels, and choice of touch points. The customer, as they say, is firmly in the driver's seat. As a result, marketers and marketing have evolved from selling products and building relationships to creating compelling customer experiences. This in turn has led to a proliferation of content, and a focus on segmentation, customization, personalization, and engagement.

This multichannel, customer-driven dynamic environment presents increasing challenges. ...