Drilling down into data

Scase, Richard
June 2004
Brand Strategy;Jun2004, Issue 183, p50
Trade Publication
Comments on the issues related to the failure of marketers to make the connection between customer data and insight in Great Britain. Assumption on the creation of a low value customer; Disadvantage on the focus of companies on customer base and needs; Indication on the fundamental change in consumer landscape. INSET: KEY LEARNINGS.


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