A customer intelligence program represents the nexus of data, technology, and marketing execution. When combined properly these three can unleash marketing – making it both measurable, which means it’s improvable, and accountable.
For the seasoned marketer this will ring familiar. Harkening back to the early days of CRM, there have been camps trumpeting the benefits and possibilities for data infused customer engagement. What has changed now, however, is the ubiquitous penetration of digital channels. Digital has unleashed the data; more data – more addressable data – than ever is now available to marketers who are willing to listen.
Today, launching a customer intelligence program is no longer the stuff of myth or legend. It’s actually pretty straight forward. Following, are five core steps to building an effective program.
Posted by tewksbum 
