Data science is playing an increasingly important role in all areas of the customer relationship management lifecycle, but a surprising number of companies have yet to make this advanced technology part of their bag of marketing tricks. One of the main reasons is the lack of a clear picture painting exactly how data science can help engage customers more effectively, and, moreover, an inability to quantify the potential improvements.
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To better understand just how data science can make sales and marketing more effective, it helps to start with one of these groups’ primary responsibilities: new customer acquisition.
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