Enhance Inbound and Outbound Marketing with a Trusted Single View of the Customer

Leveraging Customer Data within IBM Campaign

This chapter describes several foundational components required for a working knowledge of IBM Campaign. The examples are in context with the same use case referred to throughout this book.

This chapter explains the reasons why marketers use IBM Campaign and how they use it to develop target marketing that can help to reduce the risk of customer attrition (churn). It also describes how marketers might use the data generated and managed by their data management technologies to support their efforts.