May 12, 2016By Stephen H. Yu
, Target Marketing
How does a marketer go about creating the most effective set of personas? The first step is to create the 360-degree customer view out of available data. Personalization
must be about the person, not about channel, product or even brand.
For that, all event- and transaction-level data must be rearranged around the target individuals. Often, this data step turns out to be the first major hurdle for the marketers.
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