The future of retail marketing intelligence is closely intertwined with an evolving customer journey transformed by technology. More connected and empowered than ever before, today’s consumers demand experiences that are relevant, real-time, and seamless from screen to store.
Like the journey itself, marketing intelligence was once far less customer centric and more brand-centric, categorized into three distinct waves in The Third Wave of Marketing Intelligence:
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Brand and category management
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Customer relationship management
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Customer experience management