Utilizing customer metrics in the digital age
What is it about?
This article describes online, social media and mobile based customer metrics that businesses can measure and use and proposes ways in which they can be utilized in combination with traditional and more recent neuro-physiological metrics.
Why is it important?
Despite the fact that many businesses have access to large amounts of customer data, the potential of transforming this data into strategic insights has proven challenging. This paper proposes ways in which businesses can utilize data driven marketing to improve business performance results.
The following have contributed to this page: Lerzan Aksoy and Full Professor Bernd Skiera
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