If you are a practicing marketing professional it’s very likely you’ve heard the infamous words of Philadelphia retailer John Wanamaker, “half of my advertising budget is wasted, I just don’t know which half”. You’ve also likely read white papers, watched TED Talks, or attended industry trade shows and annual conferences proclaiming the latest technological platform as the answer to this significant strategic question.

Yet over a century later it appears the U.S business pioneer’s statement is still likely true. How else can you explain away the increase in pressure upon CMO’s to improve the customer experience, business bankruptcies, and the recent consumer protection legislative initiatives (e.g. European Union’s globally spreading GDPR, Facebook’s Privacy Policy Testimony)?

So how could one of the latest marketing buzzwords be the answer?

Because when you are correctly utilizing real-time marketing  intelligence flow principles every customer or prospect inquiry will be Continue reading →