Why context is key to understanding the customer journey

why context is key to understanding the customer journey | Why context is key to understanding the customer journey Direct marketing’s methodical, performance-dominated approach to targeting and segmentation left a commanding legacy. While they may no longer identify as ‘direct’ marketers, many practitioners continue to manufacture audience segments and propensity models based exclusively on reaching internal goals. So, while talking a good game about being ‘customer-driven’, they still find themselves thrusting brand messages at customers. Read more…

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