Understanding Digital Influence

In this world of converged digital ecosystems and mixed reality, digital influence can inform every step of developing consumer relationships through the purchasing lifecycle unlike ever before. It’s a knowledge accelerator, replicating what consumers would do with friends and family offline. Simply put, digital influence is composed of data points indicating how and why attitudes are formed and decisions are made.

It is gold to CMOs.

We have talked at length through the first seven chapters about the abundance of customer data available to marketers. That data can be used for planning or optimizing campaigns, personalizing content and experiences, or measuring performance. Alternatively, that data can be ...

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