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Dynamic Customer Strategy by John F. Tanner, Jr.

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Chapter 2

The Elements of Dynamic Customer Strategy

All the world is a laboratory to the inquiring mind.

—Martin H. Fischer

Introduction

Dynamic Customer Strategy (DCS) reaches that middle ground between the big vision of the organization and what marketing actions are taken. But to understand the linkage between big strategy and Big Data, we’ll first explore the element of DCS. From this chapter, you should be able to:

Identify the factors that operate in a particular market to influence sales and other outcomes

Describe the relationships between those factors

Separate factors that cause outcomes from other factors that may be present and may influence but not cause outcomes

From the moment we are born, we begin to learn how we can influence ...

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