One on One: Sara Spivey Discusses Channel Agnosticism

What’s next after omnichannel? As CMO at Braze, Sara Spivey knows well the way marketers cover all bases to reach customers anywhere and everywhere. Just don’t lose sight of the customer, and most of all the context. Data can give marketers insights about what a customer needs or is looking for. Unfortunately, the insight could be on-topic but acted upon at the wrong time. A channel agnostic approach, outlined here in a discussion with DMN‘s Chris Wood, helps marketers avoid what Spivey calls “message fails.” 

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