target audience: TECH SUPPLIER  Publication date: Mar 2023 - Document type: Conference Proceeding: Tech Supplier - Doc  Document number: # DR2023_GS5_MM

Customer Data: The Revenue Engine

By:  Marci Maddox Loading


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These event proceedings were presented at the IDC Directions conferences in Boston and Santa Clara in March 2023.

The customer experience has tilted on its conventional axis such that every customer interaction, from digital marketing to customer service, is immersive, fluid across channels and connected from one department to another. Enterprises must rethink their data management practices to scale at the customer demand for higher levels of privacy and personalization — experienced at the same time — with the added complication of a shift from third-party to zero-party data across multiple sources.


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