CHAPTER
THE FIVE SOURCES OF DATA-DRIVEN POWER
A recent study estimated that nearly half of Fortune 500 companies are already licensing a DMP to manage their customer data, and another half plan on implementing one.1 For their adopters, the surge of these new technologies portends new moves and new practices. We’ve been fortunate to observe many of the world’s most pioneering companies use new data-driven technologies to achieve things their designers never anticipated or even imagined. From our field studies we’ve identified five general use patterns that generate the highest returns and reliably recur across sectors and verticals. We call them ...
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