Developing Relationships Across Consumer Channels Using Business Analytics
The recent explosion of social media and mobile has introduced two more channels into the marketing mix, reinforcing the concept known as cross-channel marketing. Lori Schaffer, co-author of Branded! How Retailers Engage Consumers with Social Media and Mobility, discusses with Bruno how consumer oriented industries are leveraging social media and mobility with existing channels; blurring the lines between each and making it a seamless and consistent experience for consumers. This growth in channels also contributes to the growing amount of structured and unstructured data that companies must mine; reinforcing the need for business analytics in an effort to better understand what customers want. Watch the video to learn more!
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