Today's marketers can't succeed without the new technological and analytical tools; the tools offer insights that simply weren't available in the past. But marketers also need a holistic view of the people they are trying to reach, in order to forge emotional connections.
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Marketing
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The math, the magic, and the customer
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Incorporating data from a survey of 400+ marketers, Bain challenges its readers to combine "the math" with "the magic". Recommendations include a single smart view of the customer, relentless testing and learning, and realism about ROI.
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