3 steps to programmatic marketing

Thomas H. Davenport

Whitepaper Cover Preview: Tom Davenport: Three Steps to Programmatic Marketing
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Why read this whitepaper?

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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