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New technologies, new types of customer information and a shift to marketing accountability have created a perfect storm of competitive threat. Every organization must decide how to defend against the inevitable onslaught of better-informed rivals, or take the lead and embrace the opportunity. Data accessibility has dramatically improved in the last few years. The Internet provides a ubiquitous transport protocol, customer-oriented systems dependably provide access to the data they generate, and data warehouse tools are becoming more adept at accommodating new data types. At the same time, analytical tools are providing new ways to correlate those new information streams.
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