Understanding What a Customer Data Platform Needs to Be
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Modern-day marketers try to achieve holistic personalization through all conceivable channels in order to stand out among countless marketing messages hitting targeted individuals every day, if not every hour. If the message is not clearly about the target recipient, it will be quickly dismissed.
So, how can marketers achieve such an advanced level of personalization? First, we have to figure out who each target individual is, which requires data collection: What they clicked, rejected, browsed, purchased, returned, repeated, recommended, look like, complained about, etc.
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