Excellent Read & Call to Action on need to manage to short term marketing project priorities yet to also ensure that the marketing portfolio includes experiments to ensure longer term competitive advantage. This article states “To build lasting advantage, marketing programs that leverage big data need to turn to more strategic questions about longer term customer stickiness, loyalty, and relationships.”
Sourced through Scoop.it from: hbr.org
Excellent Read & Call to Action on need to manage to short term marketing project priorities yet to also ensure that the marketing portfolio includes experiments to ensure longer term competitive advantage. This article states “To build lasting advantage, marketing programs that leverage big data need to turn to more strategic questions about longer term customer stickiness, loyalty, and relationships.”
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