Customer relationship management has been the prevailing term associated with companies that wish to manage their sales funnels and revenue streams. However, with the explosion of marketing technology, multichannel marketing, and new pressures on revenue generation, companies have realized that they need to look beyond their CRM systems, they have to take dive deep in their audience management strategy it is the cycle of defining, analyzing, managing and activating their customers’ data for cross-channel campaigns by using data intelligence technologies marketers can manage their customers and defining them as segments with main factors and characteristics for each segment these segments can make the management and the analysis of the audience.
Merkle and MarTech Advisor researchers conducted in-depth telephone interviews about current audience management practices, tools, and outcomes with 102 senior marketing professionals (VP, director and above) of enterprises with $100 million and above in annual revenue. The respondents were spread across industries, from education to automotive, healthcare to agriculture; served both consumer and business customers; and are all primarily based in the United States of America.
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