Build A Data-Driven Strategy Once

By Sheri Taylor Gilchrist Today's focus on accountable marketing is forcing chief marketing officers and their marketing teams to re-learn an old lesson: Creating sustained demand takes more than great creative and a list of addresses - you have to know your customers and what motivates them to buy from you. Developing that kind of knowledge, and using it effectively, means putting accurate, up-to-date customer data at the core of every demand-creation program, and every demand-creation strategy. Yet in spite of the growing trend toward collecting customer information, many marketers still do not fully leverage their "hidden jewel" -- their customer data. Their

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