The Analytical Marketer

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The Customer Decision Journey Has Changed

The way we market has changed. Gone are the days of one-size-fitsall campaigns, massive e-mail blasts, and measurement of direct mail campaigns by their weight. Relying on a “spray-and-pray” approach simply won't work anymore, because customers expect so much more from us as marketers. Customers now expect their interactions with a brand to have greater immediacy and personalization.

That shift has resulted from the emergence of the broad spectrum of channels that customers now use to interact with us, as well as the fact that customers do not distinguish between offline and online: it's all one company and one experience to them. They want us to know as much about them as possible, provide them the ...