Marketing continues to heat up as the next big thing in CRM. It’s so big, in fact, that I can see it splintering in multiple ways to accommodate all the permutations that are suddenly possible, thanks to big data, analytics, and a determination to get beyond using marketing technology as a glorified accounting system designed to limit a business’ “losses” due to marketing. You can’t win by limiting your losses. It’s an old truism that you can’t win any game by simply playing defense and waiting for the other guy to make a mistake.
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