The times of cannibalisation between different marketing channels is past. Use synergies gives additional value to companies and to customers. The m ore channels the more data about customers are available. Today we talk about bid data. To use never ending data is a top priority of many companies. However, challenges have to be solved: developing new teams with new knowledge, building structures, implementing a new culture in companies.
|Translated title of the contribution||Multichannel marketing in times of big data|
|Publication status||Published - Dec 2014|