2. Building Businesses

Leveraging data to improve marketing practices isn’t a novel idea, despite what you might think with all the talk of customer centricity and marketing analytics. Marketing as a field has always been about delivering the right product or message to the right consumer at the right time. For decades, this is what direct marketing was concerned with. More recently, it’s what was talked about under the broad umbrella of customer relationship management (CRM)—another buzzword that may or may not have lived up to the hype, depending on whom you ask.

Back to Marketing Basics

Like most consumers, I’m inundated with catalogs and brochures—from home furnishings stores and automotive service providers, to nonprofit organizations and ...

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