With the right tools, the next wave will see marketers using both public and owned data to drive measurable outcomes, and enhance customer experience through personalisation.
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It’s clear that the volume of data is increasing, and shows no signs of slowing down. As such, brands will have to move beyond using data just to create internal reports to satisfy internal stakeholders; they need to start leveraging cross-departmental data to deliver insights and shape the customer experience better.
http://www.thedrum.com/opinion/2017/10/09/how-shape-your-customer-experience-with-big-data
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