The Chinese New Year of the Dog officially starts on February 16, 2018, but it will more likely be the Year of the Customer for marketers. Consumers report an intense desire for customized engagements across channels, particularly on mobile devices. As a result, CMOs report that customer experience, customer retention and growth, and customer analytics are the most vital areas to support marketing outcomes over the next 18 months. Sixty-four percent of marketing leaders report using or planning to deploy personalization technology, yet they struggle to develop personalized customer experiences across the buying journey.
September 09, 2019
Marketers who adopt a portfolio management approach to marketing technology investments can better serve the business and stay on top of tech needs and obsolescence.