Big Data and the Next Best Action

| Point of view

Marketing has historically been about coarse groupings of ‘prospects’ split along relatively arbitrary lines.  In an increasingly connected consumer centric world however, the challenge for CMOs is to move away from coarse group marketing and towards focusing on the individuals and influencers that matter the most.  Steve Jones talks about how big data and a new approach to Campaign Management helps CMOs treat customers as individuals in a chaotic world. Watch the full Data Dimensions series.