An integrated approach to customer engagement sets the foundation for marketers to build value over time. These programs can continuously build upon and refine the engagement strategies and data insights marketers use to achieve their core business objectives. As marketers think through the key data sets that inform their decisions, and the engagement programs that fuel useful data, a few key characteristics will define a marketer’s strategy.
1. Personalized marketing:
Increased knowledge of customers at an individual level drives greater loyalty and lifetime value.
2. Data-driven rigor:
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