Organising and Managing Consumer Insight

In association with
6th Sep 2004

Despite direct marketing’s reliance on technique and technology – especially since the arrival of advanced database and customer contact systems and new electronic media, database marketing is still planned and implemented by people. Even when the customer interacts with web sites, e-mail management systems or interactive TV, people are involved in planning and managing the interaction, and of course in handling cases that cannot be handled automatically.

In this download, we examine the main jobs done by those who work in database marketing and consumer insight. We start with a case study, which shows how a leading retailer organises its consumer insight. By Merlin Stone, Bryan Foss, Alison Bond and Ronel Schoema
MyCustomer.com

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