The Big Data Game
The data that a brand has to work with is written in different languages. For example, customer relationship management (known as CRM) data is the offline consumer information that a company collects through membership programs and other points of contact, and includes personal information details like name and address. It is kept in a marketing database system so that it can be used for promotion activities. On the other hand, the same company is collecting cookies through its digital properties (like a website): snippets of code that identify visitors and their behavior on the website (what they looked at and how long they spent there). Further still, digital marketing campaigns show other types ...
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