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Personalized marketing shouldn't be personal

from By Peter Moloney

Briefs 3.0: If you can send each customer exactly the right offers at exactly the right time that gets them to buy more, you will maximize your revenue. The trick, of course, is figuring out what to send and when. For that, you need advanced customer analytics to predict customer interests and inclinations. The problem is that cannot actually be done. Each individual customer and customer context is too complex to predict interests and behaviors with any real certainty. So what can be done? more


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