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What are the ground rules for data-driven marketing?

There are a handful of somewhat obvious rules and guidelines that successful data-driven marketers consistently follow.
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MyCustomer report: How to adopt a holistic approach to customer feedback

MyCustomer has created a comprehensive report into the use of customer feedback in global businesses.
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Marketers vs inbox providers: The philosophical nature of email marketing engagement

Is it time for a universal measure of email 'engagement'?
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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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