Executives have heard the following phrase countless times: Marketing needs to get more analytical. The strategies, processes and technologies used to identify, acquire, and retain loyal customers are changing. Companies struggle to find out what makes their customers tick while budget constraints make finding the best customers and prospects more difficult. Add in the unprecedented volume of messages across every conceivable channel, and the world of marketing becomes a very difficult place.
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It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.
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