Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing

Customer insights (CI) professionals are in a unique position to help their firms make the journey toward customer obsession. Why? Because they enable their firms to close the gap between the abundance of customer and marketing data available today and the insights needed to win, serve, and retain customers. In 2015, CI will drive deeper contextual insights, using a combination of richer customer interaction data, advanced analytics and measurement methods, and innovative integrated marketing and advertising technologies to personalize customer experiences. In this report, we predict how CI pros will use contextual marketing to bridge the gap between marketing and customer experience.

Sridharan, Srividya; Pilecki, Mary
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