Generation C: The Connected Customer eBook Series
Collect: Build a Customer Data Foundation for Interactive Marketing
Good marketing is like a conversation. You have to listen to your customers. In our connected world, that means listening to the data they generate in their interactions with your brand.
Collecting data to build rich customer profiles is an essential step in interactive cross-channel marketing that drives revenue and loyalty. As customers become more connected across more channels, including mobile and social, marketers need to be able to collect that data to understand these “Generation C” consumers in order to carry on a meaningful conversation.
Data collection across channels provides a foundation to support the critical subsequent Enterprise Marketing Management (EMM) processes of Analyze, Decide, Deliver and Manage. These symbiotic processes enable you to capitalize on the potential of data-driven marketing.
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