Data strategy: a critical component of marketing success
Abstract
Companies spend millions of dollars toward the compilation of data, and that doesn’t even include human capital costs. But to what end? Do companies truly make the best use of customer data to reach, influence, and service their customers? Or are they missing the mark in capitalizing on their data assets?
Keywords
Citation
Hochhauser, R. (2004), "Data strategy: a critical component of marketing success", Handbook of Business Strategy, Vol. 5 No. 1, pp. 227-232. https://doi.org/10.1108/10775730410494152
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited