Customers first: Many brands say it. Few brands live it paid Quantcast
It's understandable. If a customer bought something from you five months ago, was that the last interaction you had with her? Maybe you followed up with an email or tried to target her with an ad. Did she engage with you? Whether you don't have enough rich first-party data, too much stale third-party data or not enough real-time behavior data, this is a hard problem to solve. It's like trying to squeeze a glass of orange juice when you have just a thin slice of orange.
Of course, this is easier said than done. Most companies fall into two camps: They are either a product-centric organization or a customer-centric organization. A product-centric organization is focused on building the best product. When product is the North Star, everything is driven by it. The company is organized by product P&L divisions, people are rewarded for new product developments, and the process is typically a product waterfall methodology.
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