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Business Intelligence by Jerzy Surma

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5.3. Personalization of the Marketing Message

The aforementioned examples are close to fulfilling a marketing manager’s dreams, in which clients receive, at the right place and at the right time, a marketing message that is adjusted to their needs. Still, it is not an easy task, and badly targeted marketing messages are more usual:8

  • Untimely message. A client is identified properly, but the message reaches him or her too late.
  • Irrelevant message. A client is identified properly, but when he or she receives the message, he or she takes no interest in an offer.
  • Repeat message. A client repeatedly receives the same message.
  • Unqualified message. A message sent to a client is misunderstood; it may also happen that there is no chance to serve him ...

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