Tom Rapsas

Tom Rapsas
Make Your Creative Work Smarter by Using Dialogue & Data

By Tom Rapsas To make your marketing communications smarter and more relevant to customers, work on getting the most out of the two Ds: dialogue and data collection. They represent two key ways to learn about customers' wants and needs and to truly personalize those communications to them—enabling your communications to achieve higher response rates, change customer behavior and increase sales. The Missing D: Dialogue In business, a dialogue is the give and take of information between a customer and company. Mailing a piece of communication or persuading a customer to visit a Web site does not constitute a dialogue. It must be