Marketing is often defined as the process of identifying, anticipating and satisfying customer requirements. These tenets have held for over a century. However, marketers still desire to better understand customers – especially when businesses are under tremendous pressure. The challenge becomes increasingly complex as the number of tools and platforms available grows exponentially.
During a webinar hosted by the Mobile Marketing Association (MMA), Projjol Banerjea, founder and chief product officer of customer intelligence platform Zeotap said marketing has evolved significantly to include customer relationship management (CRM) systems, to creating touchpoints across an ‘explosion of devices’, connecting offline and online data...