Big-data marketing initiatives help organizations capitalize on new growth, experts say

Technology and data give companies unprecedented insight into customer behavior and new ways to measure success. The transformation has been so profound that companies can grow rapidly by leveraging these advancements properly. But “properly” is the key word. “The risk of getting distracted simply by following what others are doing or the next thing that’s coming out isn’t trivial. It’s real,” said Omar Rodriguez-Vila, an associate professor in the practice of marketing at Emory University’s…

Technology and data give companies unprecedented insight into customer behavior and new ways to measure success. The transformation has been so profound that companies can grow rapidly by leveraging these advancements properly. But “properly” is the key word. “The risk of getting distracted simply by following what others are doing or the next thing that’s coming out isn’t trivial. It’s real,” said Omar Rodriguez-Vila, an associate professor in the practice of marketing at Emory University’s…

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