Three Steps to Programmatic Marketing

Thomas H. Davenport

Whitepaper Cover Preview: Tom Davenport: Three Steps to Programmatic Marketing

Why Read this White Paper?

It’s important to move toward programmatic marketing, and this paper outlines three steps that executives can take to position their organizations to win in a digital world.

  • Understand your customers – At the core of any effective programmatic marketing strategy is a clear 360 degree understanding of customer attributes and behaviors across all channels – on and offline
  • Invest to Maximize Return – With some degree of integrated customer intelligence in place, companies should invest in programmatic marketing capability with a constant focus on maximizing return on investment (ROI).
  • Engage customers more effectively – The overall payoff of these investments in customer data and programmatic marketing is better customer engagement.

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