Chapter 7. Social MDM and Marketing

Marketing aims to reach the right people with the right message to influence their attitudes and actions. It is an art and a science. Well-developed patterns, processes, and technologies acquire and segment target marketing groups, tailor communications to these groups in the hopes of achieving a goal, and then measure the outcomes.

Today, many organizations have sophisticated marketing approaches that combine sales, customer, and product data for analysis and reporting, using the amassed data to design and execute marketing campaigns and analyzing their outcomes. This approach works well, but can it work better? Organizations are exploring new forms of analytics and Social MDM in the belief that it can. The ...

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