We all know that consumers hold the power. They are heavily influenced by social media, word of mouth and online reviews. They can research, compare and purchase products at any time of the day or night. And they expect on-demand, personalised service. To complicate matters even further, as my colleague David Butt reminded us in his article, Customer Journey 101, consumers often make purchasing decisions instinctively. This makes it hard to create accurate customer journey maps or to predict buyer behaviour. As a result, consumer organisations and their marketing teams are struggling to create the “always-on” customer experiences they need to produce if they are to grow and retain their customer base. The world is changing faster than they can keep up. Fortunately, these organisations have access to one very powerful resource: a tremendous amount of data. Mining this data is the key to creating a successful always-on marketing capability. What is always-on marketing? Always-on marke...

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