The Case for Centralized Customer Decisioning
As marketers strive for a genuine dialogue with their customers, an interactive and personalized experience that builds brand and develops relationships, they must identify critical customer treat- ment decisions. In particular, they must look for opportunities to make decisions customer-by-customer.
This paper was sponsored by Unica (now IBM) and it discusses the drivers for centralized customer decisioning, the role of the marketing department and the technologies required.
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| File | File size |
|---|---|
 Unica_WP_Case_for_Centralized_Decisioning.pdf | 369 Kb |
