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Igniting Customer Connections: Fire Up Your Company's Growth By Multiplying Customer Experience & Engagement by Andrew Frawley

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Chapter 16TechnologyThe Technologies That Empower ROE2 Are Available, Implementable, and Incredible

Throughout this book, I've touched on many technologies that impact the ability for brands to ignite customer connections. Now we come to a critical area where I'd like to dig into technology more thoroughly. It's a subject that's close to my heart. I've spent the past 30 years helping design and implement technologies that support more and ever more targeted marketing. We live in a time of unprecedented technological advances, which makes a mind-boggling set of powerful tools available to you—with each vendor proclaiming that its technology is the next big thing, of course.

Over the next series of technology-related chapters we'll dive more deeply into a framework of the key elements necessary when implementing Return on Experience × Engagement (ROE2), explore new and topical areas that marketers should understand, and then look at some key lessons learned in implementing these solutions.

What Technologies Enable ROE2?

Developing a comprehensive guide to all the technologies and approaches that are out in the marketplace is beyond the scope of this book—and would be out of date immediately. There are literally thousands of different technologies that can play a role in ROE2. Instead, we'll be drilling into a framework for the key technology enablers of ROE2 and some of the business approaches and strategies that make projects succeed. When we discuss technology in the context ...

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