Three steps for using data to crack customer-centricity
Wil LynchWe need to understand intent. So, where’s a marketer to start?
Journey-based context: The rocket fuel waiting to give targeting and segmentation a boost
Wil LynchIf we’re honest, a campaign-centric approach to customer journeys relies a little too much on luck.
Enabling customer journeys is more powerful than dictating them
Wil LynchMarketers too often think personalised experiences are driven by brand objectives when in reality they should be led by the individual customer, whose journeys must be allowed to evolve over time, ultimately leading to better engagement.