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Prospect Segmentation

Need for Data Orchestration for Contextualizing Customer Experience

For a long time, marketing communication has been unidimensional, i.e., it has always flowed from the brand or organization to the customers or prospects. And the effectiveness of the communication has been measured with sales, surveys or brand recall. But today, in a typical B2B scenario, content consumption is clearly a two-way omnichannel customer experience. It means that the prospects and customers are consuming and reacting to content across a range of platforms, in different forms, at different points in time. So,…