by the BBC
Where in the past the consumer’s journey from awareness to conversion – buying something – was a fairly linear process such as watching a TV ad, nowadays it’s much more complicated than that. Understanding those different journeys is the challenge. With the proliferation of personal technologies like mobile devices and indeed websites like Facebook and so on, what we realise is that our consumers are more connected. We have a bunch of connected consumers who expect connected experiences. This requires connected databases – the biggest problem is for us to connect the dots together.
http://www.bbc.co.uk/news/business-16429321
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