Guest post by Willi Mays.
While every business has access to marketing data, the capability to use that information varies widely. Organizations are typically at different points of data maturity at different stages in their growth, and they differ in the ways they choose and are able to leverage the data available.
Technology, metrics, behavioral sciences, and marketing are at a point today where they can seamlessly merge to produce information that improves both the customer experience and business results.
Behavioral marketing is an old idea. But never before have marketers had access to as much data and advanced tools for analyzing it.