"A transformational journey usually begins as a response to some sort of pain point, or threat to the business, and that’s completely fine."

The right personalised content can motivate customers to take the right action – leading to stronger campaign results.

"The simplistic goal is to be in a state where change isn’t seen as a negative but a positive."

"As the most valuable type of data, first-party data is the holy grail in terms of information about customers and prospects for a brand."

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