Data and Analytics Trends Impacting Marketing, Part 2: Customer Identification
Analytics advances are accelerating at an unprecedented pace, and perhaps nowhere more quickly than in marketing. Advances in computing hardware, software applications and delivery channels enable Marketers to deliver timely and relevant messages to customers in ways that were unimaginable five or ten years ago. New data sources are becoming available, and innovative ways to use data to shape the customer experience continue to push the envelope of possibilities. However, keeping track of the advances and being able to decipher which are relevant to your reality has a direct inverse relationship to the rate of change.