About this paper
We’re in the midst of information overload. Consumers have an endless number of options, and marketers are collecting massive amounts of data. Do we use our customer insights effectively? Are we increasing profits and deepening customer relationships, or are we misinterpreting data or using it to over communicate? This webinar summary from Harvard Business Review features customer insight specialist John Dee Fair (previously of Sephora, Wells Fargo and Williams Sonoma) and his three-step “Building Better Decisions” sales strategy. This paper addresses topics like predictive modeling and right offer/right time marketing, and outlines best practices and common pitfalls marketers encounter throughout the life cycle of a marketing campaign.