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Is your strategy based on gut instinct or fact?

Understanding customer behaviour is crucial when developing marketing campaigns and the consumer should be the first point of thought when creating brand strategy. Unfortunately many marketers are unsure of the collaborative use of data and focus foremost on the brand and historical activity, with the customer coming a poor second. Many companies already possess a wealth of data that can be used to influence strategy, but don't use it tactically in their planning. The shopper should always be the starting point of any campaign.

Thu, 13 Dec 2012

10:08 am