Transpromo: Beyond the Buzzword

Studies show that 64 percent of companies lack a formal strategy for using their customer data—but, depending on your ability to target your messages to your individual customers, you can experience up to 20 times the responses over a generic message. This requires accessing information from several different—and often segregated—sources, as well as the ability to analyze the data according to given rules or criteria, then match the offers to the appropriate recipients. And all of this has to be accomplished according to increasingly shorter go-to-market timetables and promotional cycles.