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Consumers want control of personalisation in order to build trust

How can you ensure you get the data you need but the customer remains in control?
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What does it mean to be a data-driven marketing success in 2015?

What are the tactics that are pervasive amongst top-performers?
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Lessons from Apple: Can a brand be damaged by innovating too much?

Every business can learn from the mistake Apple appears to be making.
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Editor's note

Modern marketers not only need to use data to defend their decisions, increasingly they must also be able to use data to drive their decisions.

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