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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?

What does it mean to be a data-driven marketing success in 2015?

What are the tactics that are pervasive amongst top-performers?

Lessons from Apple: Can a brand be damaged by innovating too much?

Every business can learn from the mistake Apple appears to be making.

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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